Published Paper Details:

This study explores the awareness, preferences, and purchasing behavior of women in Coimbatore City toward the luxury fashion brand Prada, with a focus on sustainable fashion. The Indian luxury apparel sector is witnessing significant transformation due to evolving consumer tastes and growing affluence. This research, conducted through descriptive methodology and convenience sampling of 120 women, investigates the level of brand familiarity, perception of pricing, key influencing factors in luxury purchases, and the likelihood of product recommendation. Findings reveal that a majority of respondents are unfamiliar with the Prada brand, perceive its pricing as unrealistic, and are hesitant to purchase or recommend its products. However, brand reputation remains a major influencing factor in luxury product consideration. The study underscores the need for increased brand visibility, strategic pricing, and localized marketing efforts to enhance consumer engagement and market penetration in emerging urban regions like Coimbatore. The insights can aid Prada and similar luxury brands in tailoring their strategies to better resonate with the Indian middle-class and working professionals.