Luxury Fashion in Online Platform Service

In Proceedings of the 6th International Symposium of Affective Science and Engineering (ISASE), 2-A-2, Tokyo, Mar. 16, 2021.
https://doi.org/10.5057//isase.2020-C000036 

High quality but low price is a fundamental factor for commodities, however, tangible and intangible added value is the most important factor for luxury products. To pursue added value of luxury fashion brands and products, this paper shed light online platform service dealing with a large amount of products, and aims to reveal the actual situation of the luxury fashion market. The importance of online platform service as a data source is discussed in terms of network externality required for modern services. This paper proposes sales amount analysis and analyzed 308,154 luxury fashion items. The results show availability of category extension in luxury brands to raise the sales. Integrity of high sales amount products is also discussed on brand equity fascinating consumers. (Chikako Miura, Sakiho Kai, Takao Furukawa, Kaoru Mori)