Some authors sustain that even though literature that regards branding of consumer goods is constantly expanding, there is not enough focus to what concerns the attitudes of consumers toward fashion luxury apparel.

The purpose of this thesis is to discover the differences in the attitudes toward luxury fashion apparel of people in Sweden and Italy.

The method chosen to achieve this goal is a deductive one. This method aims to compare a part of the existent literature about fashion with the fashion reality, in regards to luxury apparel, present in Sweden and Italy. A quantitative research has been conducted through an online survey.

This research found out that in general, the sociological models analyzed fit much better the Swedish society than the Italian one. This means that Swedes resulted much more caring in others’ judgments than Italians. This can be also proved by the fact that they resulted influenced more strongly and by more factors (friends, media, etc.) than Italians. Finally, Swedes, compared to Italians, consider fewer features as important when evaluating a fashion luxury brand and, these features, are also rated slightly different.