Impact of COVID-19 pandemic upon fashion consumer behavior: focus on mass and luxury products

Wonbae Pang, Jisu Ko, Sang Jin Kim, Eunju Ko

Research output: Contribution to journalArticlepeer-review

22 Citations (Scopus)


Purpose: The COVID-19 pandemic has caused a decline in overall consumption, but luxury sales within offline department stores rose significantly. This study identifies changes in the market environment variable (i.e. pandemics) and their impact on clothing consumption behavior. Moreover, it examines consumer behavior characteristics and provides implications for future fashion marketing and merchandising strategies. Design/methodology/approach: This study analyzed post-pandemic consumption trends by obtaining luxury brand sales data from the Korea National Statistical Office and department stores. Moreover, it investigated luxury consumption fluctuation after the pandemic and statistically analyzed the characteristics of luxury consumers by customer level (CL) that affected sales. Findings: The results of the study showed that offline (online) clothing consumption at mass markets has decreased (increased) since the pandemic, whereas sales of luxury fashion brands at offline department stores have grown. Moreover, the in-depth analysis showed a significant sales decline (increase) for clothing-centered (leather-centered) luxury brands. Practical implications: If such a trend in luxury brand consumption continues, current polarization is expected to be maintained. Therefore, the study’s findings can be used as basic data in strengthening luxury brands and planning products. Originality/value: This is the first work to undertake a comparative study of fashion consumer behavior, before and after the pandemic, involving the mass and luxury markets in South Korea.

Original languageEnglish
Pages (from-to)2149-2164
Number of pages16
JournalAsia Pacific Journal of Marketing and Logistics
Issue number10
Publication statusPublished - 2022 Nov 22

Bibliographical note

Publisher Copyright:
© 2021, Emerald Publishing Limited.

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Strategy and Management
  • Marketing


Dive into the research topics of 'Impact of COVID-19 pandemic upon fashion consumer behavior: focus on mass and luxury products'. Together they form a unique fingerprint.

Cite this