In the period of intensive economy and increase of a number of extremely well-off individuals luxury brands have become an important part on the global economic market. However they have not yet learnt to merge with the internet that well. In a strict economic concept, criteria for luxurious goods are high price and quality that signal social status throughout their marking value. Experience seems to hold the leading role in today’s luxury purchase and it prevails over monetary value. The master’s thesis presents upgrade in the field of researching new luxury categories within the presence of luxury fashion brands and marketing of luxury accessories via the Internet in young Slovenian consumers. The main finding of the thesis study suggests that online luxury brands will need to be able to cope with the requests of the future millennium consumers. The experience of the luxury products purchase will need to be luxurious itself. The presence of the luxury brands and the possibility of purchasing a broad range of luxury fashion brand products online do not have a negative effect on perception of the exclusivity of the brand. They as well do not change the character of a luxury product itself. Moreover, they can contribute to the general brand popularity. The study as well shows that Slovenes do not yet follow the increasing purchase of the second-hand luxury or borrowing luxury. Young consumers tend to prefer online purchase of the original luxury fashion accessories.
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