The main purpose of this paper is to determine the significance of the proposed motivational factors (functional, emotional, and social) and their influence on consumer behaviour in the context of luxury brands. Thus, the main objectives of the work are to determine which group of motives is dominant among consumers regarding the purchase of fashion luxury products and how functional, emotional and social motives relate to the outcomes of consumer behaviour in the form of purchase intention, purchase and recommendation. This research provides an insight into the determination of the main motives in the increase in demand for fashion luxury products. The research was conducted on a convenience sample and ultimately included 81 valid respondents. The collected data were assessed descriptively and with correlation analysis. The research results show that functional motives, as well as emotional ones, are the dominant group of motivational factors with the greatest influence on consumer behaviour in the context of fashion luxury products, with an impact on all three researched outcomes, i.e. on purchase intention, purchase and recommendation. On the contrary, the research results show that there is no significant association between social motives and the examined outcomes of consumer behaviour. At the end of the paper, conclusions and guidelines for future research are provided.