The buying pattern among Indian consumers has witnessed dramatic change over the past decade. Higher
income has enhanced consumer buying power. As a result, consumers are readily adopting global luxury
brands at a much faster pace. Indian consumers are attracted towards acquiring luxury brands and
purchasing these brands has become a prestige symbol. Luxury brands are helpful in communicating one's
uniqueness, fashion style and individuality in social circles. This study analyzes the impact of dimensions
of consumers’ need for uniqueness and fashion consciousness on the attitude towards luxury brands. A
structured questionnaire was used to collect the data. To test the hypotheses, correlation and regression
analyses were employed. The findings suggest that the dimensions of consumers’ need for uniqueness and
fashion consciousness positively influence their attitude towards luxury brands. The paper concludes with
a discussion on the future directions of study.