Purpose: The purpose of this paper is to explore Chinese consumers’ motivations to purchase luxury fashion products in the UK and how far sustainability plays a role in the decision-making process, by extending the consumer typology of translators, exceptors, selectors. The authors further add an additional dimension to defining “luxury”. Design/methodology/approach: An exploratory design utilising multiple qualitative research tools (semi-structured interviews, focus groups) provides the basis for this research. A grounded analysis was applied. Findings: Findings map motivational drivers to purchasing luxury products and establish a fourth consumer type “indulgers”. Well-being further emerged as a key characteristic that defines “luxury”. Research limitations/implications: The sample size is limited to Chinese consumers purchasing luxury fashion in the UK, and thus may not be generalised. Practical implications: This research helps managers to understand the consumer types and underlying motivations of Chinese consumers purchasing luxury fashion in the UK. As one of the largest target groups, this research informs managers on how to further capitalise on this market. Originality/value: This paper creates a new consumer typology that not only categorises consumers according to their consumption aspects, but further identifies their underlying motivations to do so.

Purpose: This paper aims to analyse the practical applicability of integrated marketing communications (IMC) to micro-organisations operating in the UK’s fashion industry, focusing specifically on the use of online platforms. Design/methodology/approach: Qualitative methodological tools including semi-structured interviews, semiotics, Twitterfeed and Facebook analysis are used to examine to what extent micro-organisations apply IMC. Findings: The findings suggest that these micro-organisations have a limited understanding of IMC. Although they utilise various channels, including social media, there is a disconnect between reaching the audience, understanding their needs and linking these aspects. External factors influence the use of various communication channels, leading to further fragmentation of sent messages. Research limitations/implications: This research focuses on five micro-organisations within the fashion industry and thus may be seen as limited in nature. Whilst implications of the findings are discussed in terms of their impact to the wider industry and other sectors, this needs to be further researched. Practical implications: Micro-organisations are underdeveloped in terms of both IMC and social media and require practical advice. Originality/value: This study investigates two under-researched areas, IMC in micro-organisations and the use of social media within IMC, thereby moving forward our understanding of IMC in practice.

Sustainability claims have existed on fast moving consumer goods (FMCGs) for over four decades and there is evidence that they are increasing. Research suggests that consumers have a low level of knowledge and understanding of such labels. It has been found that environmental and labelling knowledge may influence consumption behaviour but the findings so far have been inconsistent. Furthermore, the issue of knowledge and particularly sense making of the variety of claims found on FMCGs today is somewhat under researched. In this paper we investigate the types of knowledge consumers draw upon in order to decode and make sense of different types of labels across two countries. We carried out a qualitative study in the UK and Greece with 12 focus groups and utilised concepts of knowledge to investigate consumer decoding of labelling. We found that overall consumers have limited labelling knowledge and understanding even though their environmental knowledge may vary. This limited labelling knowledge makes consumers feel unsettled and unsure about their shopping decisions. Finally, we identified areas where consumers demonstrated limited knowledge and requested further information and education. This has important implications for companies, marketers, and policy makers if sustainability claims are to promote and support sustainable consumption.