Beyond the first purchase: Investigating factors influencing repeat buying behaviour in luxury fashion

Abstract

The luxury fashion market in India has experienced rapid growth in recent years, driven by rising disposable incomes, expanding urbanisation, and increasing exposure to global fashion trends. This evolving landscape has created a diverse consumer base whose luxury purchase behaviour warrants deeper academic examination, particularly in relation to repeat buying—a key indicator of long-term brand success. Despite the growing interest in luxury consumption, limited empirical research has investigated the psychological and behavioural factors that shape repeat purchase intention within the Indian context. Addressing this gap, the present study develops an integrated framework to assess the influence of perceived quality, shopping experience, and social influence on consumers’ intention to repurchase luxury apparel. The study is based on primary data collected from 350 luxury apparel consumers residing in India. Using purposive sampling, responses were obtained through a structured questionnaire designed to capture consumers’ perceptions of luxury value and post-purchase behaviours. The data were analysed using quantitative techniques to examine the relationships among the proposed constructs. The findings reveal that perceived quality and shopping experience exert a significant and positive influence on repeat purchase intention, underscoring the importance of superior craftsmanship, product excellence, and immersive retail experiences in reinforcing brand loyalty. Conversely, social influence was found to negatively impact repeat purchase intention, suggesting that external pressures or status-driven motivations may not sustain long-term engagement with luxury brands in the Indian market. Overall, this study contributes to the literature by offering a holistic understanding of the drivers of repeat purchase behaviour in emerging luxury markets. The insights have important implications for marketers seeking to strengthen customer retention and build enduring loyalty in India’s rapidly expanding luxury sector.