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SULÉY UNIVERSITY is a global online educational portal that teaches you the art and science of branding to help you better understand and manage one of your most important assets - YOUR BRAND.

“Human needs or, in this case, consumer needs are the basis of all modern marketing. Needs are the essence of the marketing concept” (Schiffman, 2008). Maslow’s hierarchy of needs is a well-known theory in psychology which can help marketers to understand the consumer needs better. So, what are Maslow’s hierarchy of needs?  Abraham Maslow suggested in his 1943 paper “A Theory of human Motivation”, a triangular diagram showing the hierarchy of needs is divided into five levels: “At the bottom are the basic needs for food, water and air. Then, above them is the need for safety, security and protection. After theses needs have been met, an individual has a need for love, affection and friendship. When these have been satisfied an individual may seek status and self-respect and, finally, at the top of the pyramid is the need for self-actualization or self-fulfillment” (Schiffman, 2008).  Though this explanation we can see that only when the lowest needs are satisfied, people will focus on the higher needs. Differences in need priorities can influence consumer behavior in difference ways. Though Maslow’s hierarchy of needs we can see that when one level is fulfilled, people naturally moves to the next.

What is luxury? Can a fashion luxury brand influence consumer decision-making process in choosing a brand? Why a brand image congruency is vital for a brand successful longevity on a luxury fashion market?  These questions I will attempt to research in this paper, or at least try to evoke some rational assumptions on these salient questions for marketers in the fashion brand management field.


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