SIGNIFICATION AND IMAGE PERCEPTION OF LUXURY BRANDS AMONG GENERATION Z CONSUMERS

Abstract

          The objectives of this research article were to 1) Study the definition of inventing luxury brand’s image through Instagram advertising 2) Study the significant and image perception of luxury brand among Generation Z consumers, this is the Qualitative research using Textual analysis to analyze Image advertising with 3 luxury brands that is Gucci, Louis Vuitton and Chanel from 10 consumers in Generation Z between the ages of 15 - 25 on Instagram application. By analyzing data from Textual analysis on Image advertise and Insight interview, we can conclude that 1) the definition inventing luxury brand’s image through Instagram advertising and the significant and image perception of luxury brand among Generation Z consumers, With the Semiology and Concept of image composition, we found that the composition of tone, model, dress, backdrop and expression of model are all sign from inspiration or connotation that that brand desire to convey through image including the unique which result in attractiveness to use that brand merchandise 2) There are 3 perception from the significant and image perception of luxury brand among Generation Z consumers that is 1) The luxury image 2) The joyful & colorful of life image 3) The freedom and voyage image.