Living It Up: Our Love Affair with Luxury
... Bagwell and Bernheim (1996) have found that people with a good economic foundation like to establish and display their social status by consuming noble and famous things. It is a direct and effective way to bring high prestige to them because luxury goods often have a bright logo on them, which can be easily recognized by people [4]. ...
... However, in addition to these consumers who buy luxury goods through extrinsic motivation, some buy luxury goods to pursue product quality and self-enjoyment. Luxury brands tend to have lower risks of internal and external failures in the production of goods than other ordinary brands, such as material processing problems and sales accidents [4]. The biggest characteristic of luxury brands is the pursuit of high-quality and excellent products [2]. ...
The topic of this paper is the extrinsic and intrinsic motivation of British college students to buy luxury goods. Luxury is a very popular product in today’s society because people now have a gradually rich life and begin to pursue spiritual needs. However, sales of different luxury goods are so different these days, so what’s influencing that? What can be done to promote their development? Therefore, this paper takes British college students as the target group to understand whether British college students pay more attention to external or internal motivation when purchasing luxury goods. This article adapted the questionnaire method to explore the college students’ consumption psychology, finally finding that they pay more attention to their inner joy when buying luxury goods, not to satisfy their vanity. In addition, this paper put forward some advice for a luxury brand in future development, such as different design products according to different regions, developing the second-hand market, and creating a unique brand personality. Finally, the paper concludes and points out the limitations of the article.
... Yet, we know little about the meaning of luxury or luxury brand consumption, despite the luxury sector being one of the most profitable marketing segments worldwide, and the fastest growing. The paucity of literature is regrettable, with occasional books and articles on luxury branding (Kapferer 1997;Kapferer and Bastien 2009;Twitchell 2002), and, for example, an issue of the Journal of Brand Management devoted to luxury brands (2009). We concur with Berthon et al. (2009), that luxury brands can be considered in terms of their materiality, the individual experience of such products, and their symbolic roles, as signifiers of wealth and taste. ...
... Luxury embodies attention (Rem Koolhaas 2001a,b), an attentiveness that deliberately respects one's privacy to gaze. Warhol was convinced that department stores that mimic museums are popular not for their content, but for their lack of content (Twitchell 2004). One goes, one looks, and one leaves. ...
... As mentioned earlier, apparel is considered the most important type of fashion products due to its high symbolic content (Barrère and Santagata 2005). Moreover, despite the recent appearance on the market of more accessible products carrying luxury brand names -a phenomenon sometimes referred to as "democratisation of luxury (Twitchell 2002 The marketing management of luxury fashion brands is characterised by paradoxes and was described by Tynan et al. (2010Tynan et al. ( :1156 as a "fine balancing act." This is, for example, because luxury fashion brands have to remain exclusive despite rapid growth and challenges related to counterfeiting (Bian and Veloutsou 2007) and parallel imports. ...
... Nevertheless, while this analogy helps explaining PR practitioners' view on the surface, it appears that the luxury fashion field as a whole does not rightly concur with the concept of restricted production, at least the way Bourdieu (1983Bourdieu ( , 1993b intends it. This is because, in light of what Twitchell (2002) calls "democratisation of luxury," and the sizeable growth and place of the luxury market in the global economy (Fionda and Moore 2009), the luxury fashion field can hardly be regarded, as Bourdieu (1983Bourdieu ( , 1993b had argued, as autonomous from the field of power and immune from the rules of the larger economy. Rocamora's (2002) critique of Bourdieu's sociology of culture provides keys to resolve the apparent art-vs-commerce contradiction: the luxury fashion field displays a logic of reversed economic according to PR informants; however, the field does not fully represent a cultural subfield of restricted production, because it cannot be considered autonomous from the field of power. ...
Public relations (PR) was identified as a significant (Beverland 2004; Fionda and Moore 2009), but under-researched element for luxury fashion brands to thrive (Ko and Megehee 2012). To answer calls for "fresh" perspectives on PR (Edwards 2012a; Galloway 2013), a sociological approach was taken to address three research questions: (1) Drawing from Bourdieu's field theory, what game are PR practitioners playing in the luxury fashion field, and what is at stake? (2) How is the role of cultural intermediary played by PR practitioners representing luxury fashion brands? (3) How do PR practitioners adapt their game in respect to brand positions in the hierarchical field of luxury fashion? Following a snowball sampling, 29 long interviews were conducted with Milan-based PR executives and industry experts. Informants represented 42 luxury fashion brands, including Brioni, Dsquared2, Jil Sander, Salvatore Ferragamo and Tod's. Figures of media coverage and advertising investment in Italy for 2010 completed the dataset. First, the findings show that PR practitioners compete primarily for cultural capital (in the form of media coverage), with the broader aim of building symbolic power for luxury fashion brands. This study illustrates how PR workers leverage their own social and cultural capital through five key PR activities: fashion shows, product PR, celebrity dressing and gifting, press days and other events, and corporate PR. PR was found to be a site of ambiguity and tensions, because the PR game follows a logic of reversed economic ("art for art's sake"), whereas the luxury fashion field as a whole is driven by commercial aims. With boundaries blurring between luxury fashion and mass fashion (Rocamora 2002), it is argued that a key role of PR executives is to recreate a sense of boundaries to protect the status of luxury fashion. Second, new illustrations of cultural intermediation practices in a PR context are provided. This research supports Bourdieu's (1994) view, in that PR practitioners' "feel for the game" is key to stand out in the luxury fashion field. Third, the findings develop an empirically grounded sense of field to account for PR practices across a set of brands. This study illustrates how the hierarchical nature of the luxury fashion field is both socially constructed and institutionally legitimised. Based on an analytical division of brands into three categories - dominant, (re-)emerging and challenger brands - three respective PR strategies are delineated: capitalizing, selective and opportunistic PR strategies. This study contributes to literatures on sociology of fashion, PR research and luxury brand management, in that scant attention was given to assessing PR practices across brands in a social field, let alone the impact of hierarchical brand positions on PR strategies.
... Such is the emphasis of price within the luxury phenomenon that arguments by Chan and Wong (2006) suggest that prices set by a luxury hotel are pivotal in maintaining the hotel's status, with a price which is deemed too low possibly resulting in a deterioration of the hotel's positioning as well as a loss to its exclusivity. Such research links heavily with the findings and opinions of Twitchell (2002) in that companies will be seen to use high-pricing strategies, and even the term "luxury" itself, to increase marketing initiatives as well as attract elite members of society. It could be suggested that the charging of a high price for a hotel room in this case could be seen to make a room more marketable for a particular type of customer, or to emphasise position within the market. ...
... Within a luxury hotel context, it is evident the foundations of scarcity and thus prices charged are still at the forefront of consumer and industry expectations (Chan & Wong, 2006). The marketability of the term "luxury" (Twitchell, 2002) and thus the term "luxury hotel" could be suggested to have enhanced guest expectations to consume greater levels of products and services compared to the given norm, thus making the experience exclusive in its own right. The increase of price against what could be described as the "normal" hotels is argued to be a reflection of the increase in the quality, comfort and quantity of the tangible products and intangible services -creating the exclusivity and, in essence, the luxury that the guest experiences (Heo & Hyun, 2015). ...
Luxury is commonly said to be in the eye of the beholder. It typically relies upon the comparison with the given norms, and reflects the consumption patterns of society's economic elite. Research into the luxury retail industries have grown in popularity over the past two to three decades, with little research being conducted into luxury hotels and variations between them. It is traditionally suggested that three features work with one another; as price increases, levels of exclusivity and luxury also increase. Luxury hotels are said to be built on the same premises. The quality of the tangible and intangible offer is greater than the norm. The aim of this investigation was to critically explore the relationships between the constructs of luxury, price and exclusivity within hotels. Three hotels in the city of London were selected to take part in this small-scale, multi-method investigation, with specific attention being dedicated to each of the three hotels’ top suites. All hotels and rooms were defined as luxurious, and service levels were similar, yet each of the three hotels charged £5 000, £15 000 and £22 000 per night for their top suite. The three hotel suites used in this investigation suggested a negative correlation between the relationship of price and luxury, and a positive relationship between price and exclusivity. These findings suggest that a hotel room that is more expensive does not necessarily mean it is correspondingly more luxurious. Further research is recommended to examine the proposition of the concept called conspicuous pricing (similar to that of prestige pricing) used as a method chosen by hotels within the pricing strategies, as well the possibility of conducting similar research within different geographical locations to compare and contrast the three constructs (luxury, price and exclusivity) under different cultural environments.
... Materialistic tendencies in young people can be attributed to various factors, including cultural norms, economic conditions, family influences, and media exposure (Kasser, 2002;Schor, 2004). The rise of consumer culture, particularly in Western societies, places considerable emphasis on material wealth as a success indicator, influencing young people's values and aspirations (Twitchell, 2002). Additionally, economic factors, such as income inequality and consumerism, play a significant role in fostering materialistic attitudes (Wilkinson & Pickett, 2009). ...
This paper delves into the evolving consumer behavior trend, shifting from acquiring material goods to prioritizing experiences. It examines the implications of this shift across three dimensions: marketing strategies for high and low-involvement products/services, the societal drive to mitigate materialism among youth, and the broader move towards experiential consumption. The analysis reveals significant psychological, economic, and environmental impacts. The paper underscores the need for businesses to adapt their marketing strategies, highlights the role of societies in shaping youth values, and discusses the challenges and future directions of this consumer shift. The findings suggest a nuanced approach to consumer engagement, emphasizing the importance of understanding and adapting to evolving consumer preferences for enhanced well-being and sustainable business practices.
... According to (Silverstein and Fiske, 2004), business and social factors have an impact on the trends in excessive buying. The significance of excess was also recognised in light of the developments in the market for opulent goods (Twitchell, 2003). "Things you have that I figure you shouldn't have" helps to control this excess. ...
Aim of the Study: This study is intended to look into the high-end fashion trends across four major Pakistani bridal and formal wear brands: HSY, Maria.B, Nomi Ansari, and Zainab Chottani. The study's objective is to contrast the pricing, style, embellishment and materials of various brands' dresses. Methodology: The nature of this investigation was qualitative. The four images for each brand were picked from the portfolios of Zainab Chottani, Nomi Ansari, Maria.B, and HSY. Pictures of the dresses were taken from the official websites of chosen brands on the internet. The data are gathered using purposeful sampling. On the basis of pricing, style, embellishment and materials, these dresses were contrasted. Findings: The most popular fabrics are chiffon, silk, organza net, and jacquard; these come in a variety of textures, and net dupattas with decorative work are also popular. Conclusion: The comparison of price shows that HSY bridal dresses cost lies between 3 lac to 7 lac and for high conventional it is 30,000 to 50,000. In Maria.B dridal dresses goes from 2 lac to 9 lac and for high formal dresses it lies between PKR 25,000 to 75,000. In Nomi Ansari bridal dresses goes from 2 lac to 4 lac and for high formal dresses it is from PKR 20,000 to 75,000. In Zainab Chottani bridal dresses goes from 3 lac to 5 lac and for high conventional dresses it is from PKR 20,000 to 50,000. Lehengas with coats, long gowns with zardozi, mukesh, and sequins work are also popular.
... Bu bağlamda markalar münhasırlık, kimlik, farkındalık ve tüketiciler tarafından algılanan kaliteyi çağrıştırabilme yetenekleri için rekabet etmektedir (Phau & Prendergast, 2000). Sübjektif bir bakış açısından lüks kavramı, "Sahip olmanız gerektiğini düşünmediğimiz, sahip olduğunuz şeylere" atıfta bulunabilir (Twitchell, 2003). Seyidoğlu'na (1992) göre her tür davranışta gereğinin üzerine çıkma, ihtiyaçtan fazlası olma, gerekli olandan fazla ve gereksizliktir. ...
... Due to globalization and the sequential increase in wealth, developing rich market segments (Chow et al., 2001), and expansion of overseas travel, consumers of luxury goods are no longer boxed to the traditional affluent elites. Included in the category of luxury consumers are younger, well-paid, modern, and extravagant people (Twitchell, 2003). Consumers are attracted to luxury goods because of many reasons. ...
... On the other hand, research papers like Brook (2001), Twitchell (2002), Silverstein and Fiske (2005), among others stated that the mass purchase by consumers of luxury is not much affected by economic conditions. This fact makes companies have always had the ability to mantain their position for their assets and their performance strong even during periods of recession, defying the effects of wars and economic crises. ...
The objective of this research paper is to understand and analyze the behavior of the prices of luxury goods and services in the two most important recessive periods that have occurred, which are the financial crisis of 2007 and COVID-19. This analysis was carried out for different purposes in the United States, Europe, China and in the world from January 2005 to July 2023. The results using fractional integration suggest that after the negative shocks caused by financial crisis and COVID-19, respectively, the time series return by themselves to their long-term projections. In the case of United States and Europe, the series will recover themselves faster than for the rest of the areas.
... Although the idea of luxury has existed and been theorized in western thought since antiquity, it was perhaps first conceptualized in the contemporary terrain of critical humanities scholarship by Christopher Berry (Berry, 1994), who both put luxury into historical context and provided a critical vocabulary for explaining how luxury is defined and deployed commercially and culturally. About twenty years later, in the US context, James Twitchell argued that the rise of luxury consumption was indicative of a mainstreaming of high end materialism and promotional culture (Twitchell, 2013). These studies frame luxury as sociologically and culturally situated within questions of aesthetics, class identity, and the political economy of late capitalism, and show the evolution of thinking about luxury and how the term has come to be central to consumer aesthetics in contemporary culture. ...
... Indeed, researchers have attributed the steady growth of the luxury market (apart from the decline during the recession and COVID-19 pandemic) to a growing ratio of people with high income [35]. Further, previous studies have reported that not only consumers with high income purchase luxury goods, but also consumers with low income [55,56]. This is due to the democratization of luxury, whereby luxury brands have launched new product lines, product extensions, or new brands that are more affordable and accessible to reach new consumers [35,57]. ...
For many years, the concept of sustainability and luxury has been considered a paradox. Despite scholars’ efforts to highlight the compatibility between sustainability and luxury, the limited studies have shown mixed and inconclusive evidence. By adopting the luxury-seeking consumer behavior framework, this study examines the relationship between luxury value perceptions (i.e., conspicuous, unique, social, emotional, and quality values) and sustainable luxury products consumption. It also identifies the value dimensions that most discriminate between heavy and light consumers of sustainable luxury products and examines the moderating effects of consumer income. Using 348 survey responses from actual consumers of luxury goods in Qatar, hierarchical multiple regression and discriminant analyses were conducted to test the hypothesized relationships. The results suggest that all five value perceptions explain a significant amount of variance in sustainable luxury consumption and discriminate between heavy and light sustainable luxury consumers. However, the moderating effects of consumer income in the relationship between values and sustainable luxury consumption revealed mixed results. The findings of this research provide key theoretical and managerial implications.
... Therefore, the luxury market may be seen as becoming a relative mass market that not only includes members of the wealthiest social class but also a wieldier range of customers (Nueno & Quelch, 1998). The democratization of luxury products has been accompanied by an elastic range of offers from companies (Twitchell, 2002), and the new luxury products are more accessible to middle-or lower-class members because they are sold at a reasonable price. Silverstein et al. (2008) coined the term masstigeshort for mass prestigeproducts that are considered as "premium but attainable" products with two key characteristics: (1) they are considered premium products with a high quality, but they are sold at a lower price than classic luxury brands; (2) they provide consumers with a feeling of satisfaction linked to the achievement of owning a status symbol. ...
Masstige marketing represents the democratization of luxury to middle-class consumers. The purchase of luxury brands aims to satisfy utilitarian and hedonic customers’ motives, based on their personality traits, even the dark ones (such as narcissism, Machiavellianism, and psychopathy). The continuous evolution of technologies pushes consumers to face their technological adoption propensity. Smartphones can be considered as objects able to extend the self of consumers and their status. The interest of our research is to investigate the masstige perception of smartphone brands, through the lens of the antecedents of consumers' behavior and the dark side of their personalities. The relationship is explored considering the technological propensity of consumers. We analyzed three market leader brands in the smartphone industry – Apple (iPhone), Samsung, and Huawei. The research contributes to the academic literature on the impact of the dark side of personalities on masstige marketing and technology adoption propensity.
... In Western culture no holiday experience is complete without shopping, and some research indicates that the gift-giving occasions start earlier every year (Mortelmans & Damen, 2001). Recently, the rise in US consumer activity has been accompanied by pressure to keep up with increasingly high status and high dollar acquisition (Twitchell, 2002), and Valentine's Day is no exception. In fact, with its ritual of gift-giving to symbolize the importance and worth of a love relationship, the pressure could be greater than on most other holidays as evidenced by some recent consumer surveys (see, e.g., National Retail Federation & Prosper Insights and Analytics, 2022). ...
The ‘Valentine’s Day Blues’ is an enduring concept rooted in pop psychology that has unfortunately received little empirical attention. On this point, it is commonly assumed that the increasing commodification of romance plus the social trappings of Valentine’s Day can elicit stresses similar to those evoked by traditional holidays. Thus, women’s greater experience of ‘mattering’ and greater tendencies towards depression and rumination should place women at a greater risk of ‘Valentine’s Day Blues’ than men. Accordingly, when no Valentine’s Day gift is received such distress likely lasts longer in women than in men in addition to being stronger in general. These hypotheses were tested based on the data of 2,070 participants in a 2004 consumer sentiment survey who completed a 34-item online questionnaire within four weeks following Valentine’s Day. This questionnaire addressed anxiety, depression, rumination, and social anxiety as derived from existing instruments. Rasch scaling analyses found that men and women’s generalized depression (i.e., a combination of the four aforementioned item types) was greater for those not receiving a gift relative to that expressed by those who did receive a Valentine’s Day gift. However, while men rebounded after two weeks, women’s greater depression continued after three weeks. Of greatest clinical concern are 30-40 year olds, and those least affected were respondents over 40 years of age.
Keywords: Emotion regulation, holiday depression, pop psychology, Rasch scaling, stress reactions
... For e.g., French brands like Louis Vuitton and Hermes, or Italian brand like Bvlgare; that in fact sowed the seeds of the concept of mass marketing by many authors (Nueno & Quelch, 1998;Silverstein & Fiske, 2003). The nuances and controversial opinions about luxury have been studied by many authors (Berry, 1994;Twitchell, 2003) and luxury in spite of all contradicting opinions, controversies and confusions, has still survived the test of time with the market going to billions of dollars and enduring advancing figures over the last two decades or so (Kim et al., 2012). Luxury fashion has indeed become a [34] significant part of today"s modern and contemporary fashion arena, thus making luxury fashion branding a very significant area to be studied (Emond, 2009;Ko & Megehee, 2012). ...
This study examines and analyzes the luxury scenario in India, luxury fashion in particular, comprehending the luxury consumption pattern of Indian consumers; getting insights into their attitudes regarding luxury fashion brands as well their purchase intentions, satisfaction from purchase of luxury fashion brands along with their repurchase intentions for the same.
... Research shows that the products and services available to a cohort while becoming of age shape consumer preferences and shopping behavior (Holbrook & Schindler, 1994;Twitchell, 2003), and that cultural offerings of the time, such as movies, evoke positive feelings among that particular cohort of consumers. Similarly, Hauck & Stanforth (2007) argue that products that were not available during the formative years of that cohort might be considered something that is not needed, i.e., a luxury. ...
Global brands are benefiting from the rapidly growing demand for luxury products in China. While research interest in the luxury sector in China is developing, there has not been any research on the affordable luxury sector in that market. This manuscript addresses this gap and is the first cross-cultural study that compares Chinese and American millennial consumers’ perceptions and expectations of affordable luxuries in these two markets. Our analysis reveals the differences and similarities in Amer- ican and Chinese millennial consumers’ perceptions of affordable luxuries in comparison to both luxuries and necessities. The implications of this research for retailers of affordable luxury products are high- lighted with respect to the decision of whether to adapt their global positioning strategies.
... Making luxury products accessible to everybody has resulted in companies extending their range of products (Twitchell, 2002). New products targeted to the masstige market are more accessible because they are less expensive than traditional luxury goods which are exclusive both in accessibility and price (Nueno & Quelch, 1998;Silverstein & Fiske, 2003). ...
This article contains the results of two studies that were designed to propose a working definition of non-luxury product brand charisma and to examine a non-luxury product brand charisma scale that had been adapted from a generic human charisma scale within the contextual framework of consumer–brand relationships incorporating the variables of gender, brand category (mass market vs. masstige), and related brand variables (brand engagement, brand love, and brand prestige). The non-luxury product brand charisma data were factor analyzed revealing four factors accounting for 71.9% of the total variance: Symbolic, Psychological, Experiential, and Functional. Findings from Studies 1 and 2 were similar: (a) ratings of non-luxury product brand charisma factors (symbolic and psychological) differentiated between masstige and mass market brands; (b) there were no gender differences in ratings of non-luxury product brand charisma for a favorite brand; and (c) non-luxury product brand charisma was significantly correlated with related brand variables.
... While some could come to think that luxury was and is only associated to the very wealthy of our society, others could suggest that luxury in today's day and age is available to everyone, based on their own individual definition of luxury (Heyes & lashley, 2017). While marketing alone plays an important role (Twitchell, 2002), others could argue that luxury is seen in the eye of the beholder rather than the eye of the giver (Heyes & lashley, 2017). Indeed, the high price often emphasises luxury through the creation of exclusiveness, often achieved through discretion and secrecy. ...
The term “luxury” — and thus “luxury hospitality” — has positive connotations for many; however, the demand of trying to meet the needs and wants of others is questionable. This article discusses the nature of luxury along and the need for future research on luxury hospitality
... Due to globalization and the sequential increase in wealth, developing rich market segments (Chow et al., 2001), and expansion of overseas travel, consumers of luxury goods are no longer boxed to the traditional affluent elites. Included in the category of luxury consumers are younger, well-paid, modern, and extravagant people (Twitchell, 2003). Consumers are attracted to luxury goods because of many reasons. ...
This research explored the effect of fear of missing out (FoMO) on Generation Z's consumption behavior of masstige brand apparel. Partial least squares-structural equation modeling was used in this study. This study used random sampling to select 307 respondents in the target age group of 16-27 from De La Salle University. In the overall framework, results showed that FoMO affected motivation (with p-values ≤ 0.05). Furthermore, FoMO significantly affected the belief-based constructs of Theory of Planned Behavior, except for behavior and perceived behavioral control. The study suggests that marketers should strive to develop strategies and FoMO appeals that manipulate Generation Z consumers' motivation to purchase masstige brand apparel. This present study shows that the construct of FoMO affects the deliberative process of the purchasing behavior of Generation Z consumers. Furthermore, the study leads the way for further study in the concept of FoMO.
... Affordable luxury brands offer luxury experiences with style, comfort, service, and pampering that are within the reach of consumers who are willing to 'splurge' (Alvarez et al., 2004). Charismatic and stylish personality brands have made luxury accessible through relatively low prices (Alvarez et al., 2004) and target young fashion-conscious middle-class customers (Twitchell, 2002;Walley et al., 2013) who are willing to pay 20-200% above the normal middle market rate. Thus, in contrast with traditional luxury brands, which focus on precious materials, heritage, craftsmanship, and natural rarity, affordable luxury brands offer products with a fresh and unusual look, thereby creating an exclusive aura instead of actual rarity (Brun and Castelli, 2013). ...
The concept of affordable luxury has elicited attention among hoteliers in recent years. This study developed and tested an instrument to measure hotel guest experiences of an affordable luxury hotel and investigated the influence of three dimensions of hotel guest experience on brand prestige (BP) namely physical environment (PE), guest-to-staff encounters (GSEs), and guest-to-guest encounters (GGEs). A total of 423 usable self-administered questionnaires were obtained from the guests of an affordable luxury hotel. Exploratory factor analysis and confirmatory factor analysis were used to reduce and confirm the measurement model of the proposed constructs, respectively. Structural equation modeling was adopted to test the proposed relationships. All three dimensions are significant antecedents of BP. PE is the most important, followed by GSEs, and then GGEs. A modified importance–performance analysis (IPA) was conducted by comparing the perceived performance and the derived importance of the guest experience attributes. This demonstrates how individual hotel can use the IPA to identify specific areas of improvement on the hotel guest experience attributes.
... As argued by many scholars, 'luxury' cannot be easily defined. It is a social construction that varies, according to time and place, but also according to its social-, economic-and cultural setting (Armitage and Roberts 2017;Featherstone 2014;Wilson 2014;Twitchell 2002). Luxury is exclusive, yet it is mass marketed. ...
As the world changes, so do perceptions of luxury. Consequently, the luxury industry’s efforts to capture the consumer’s imagination also change. Traditionally, the visual language that is used to market perfumes builds on a heterosexual logic; by objectifying and subordinating the feminine subject and portraying ‘her’ as desirable to an internalized male gaze. However, if you want the best money can buy, why would you subject yourself to such subordination? To deal with this seeming paradox, the marketing of luxury perfumes has, in the last decade, increasingly portrayed gender identity as something fluid. A new discerning consumer has emerged; a customer who is not constrained to making conventional product choices that are based on price and quality. More and more diverse concepts of ‘consumer types’ and ‘identities’ have emerged, where notions of gender rigidity are challenged, by blending and blurring the categories of masculine, feminine, unisex and androgynous. According to many perfume brands, consumers are now free to choose and rise above (and even break free from) the stereotypes previously represented by the industry. This article presents the argument that that these shifting representations of gender should be interpreted as ways of enacting luxury, congruent with definitions of luxury as ‘emotional’ and ‘self-pleasure’, instead of indicative of a real change in the luxury industry’s view on gender identity. Gender fluidity is only presented as ‘luxury for women’, thereby indicating that freedom from structures is qualified as luxury for women. Therefore, the marketing representations employed in the perfume industry express a commodification of gender fluidity rather than the dissolution of gender categories.
... Recently, research has been conducted in terms of cross-cultural attitudes towards highend concept in order to evaluate the unexpected demand coming from Asian countries (Dubois and Laurent, 1996;Dubois and Paternault, 1997).37% of luxury consumption is done in Asia, 35% in Europe, 24% in the USA and 4% in rest of world (Chadha and Husband, 2006)The luxurification of clothing is fashion is the process of how the label has gone from inside the collar or the waistband to outside, across the chest, down the side, hidden in plain sight in logos, buttons, crests, initials, etc. Today, you are not what you wear but who you wear (Twitchell, 2001). In egoistic society, status and recognition becomes important to impress on-self or others. ...
This report provides a solution to an issue being faced by Pakistan’s enormous fashion industry.
Growing demand of customers for trendy clothing is followed by errors in brand’s forecasting.
Our research showed that ‘leftovers’ do exist and piled warehouses result in high inventory cost
for brands. We’ve a platform through we’ll make a well use of those unsold products by catering
the different segments of the market. ‘Hangtags Store’ is an e-commerce start-up platform that
will feature and sell leftover clothing to people of all genders of the Xennials, Millenials and
iGen at reduced price. ‘Hangtags Store’ will use an online platform targeting Islamabad Capital
Territory, which is a very responsive area in sense of fashion and trends. While our initial goal is
to primarily work online, and it depends on the consumer acceptance to step for the brick-andmortar, development plan is building a well-recognized e-commerce brand name. In turn, we
would hope to penetrate a sizable portion of the online retail market. Our aim is to provide
customers with a platform where they will get quality and value to money products, blended with
best customer service practices.
... O perfil do consumidor de produtos de moda não é único e pode ser explorado por diversas facetas, por isso o comportamento do consumidor de moda é um vasto campo de pesquisas, pois exemplificam a subjetividade individual e a influência da cultura sobre o ser humano (BERRY, 1994;TWITCHELL, 2002). São ligados à símbolos da cultura material, político e social. ...
Compreender as diferenças culturais tornou-se crucial para uma comunicação eficaz com o consumidor uma vez que estudos comprovam que a cultura exerce influência na escolha das pessoas por produtos. Este artigo, por meio de uma pesquisa bibliográfica na área de valores culturais, busca explicações para o fenômeno do consumo de produtos de moda falsificados. Como resultado, verificou-se que o valor que melhor pode ajudar na explicação deste tipo de consumo é o individualismo/coletivismo vertical, pois tem ênfase no apreço pela hierarquia social.
... Desde un punto de vista subjetivo, el término lujo podría referirse a «Cosas que tienes, que creo que no debes tener.» (Twitchell, 2003). La mayoría de los productos de lujo también están asociados con un nombre de marca fuerte y su logotipo, así como una tradición de la creación artesanal y de alta calidad (Quelch, 1987). ...
RESUMEN Las marcas de lujo se reinventan en sus estrategias de marketing y de negocio para adaptarse y acercarse a los mercados emergentes deseosos de consumir moda de lujo, es por ello que el marketing digital se transforma en una herramienta imprescindible para la comunicación de las marcas de lujo líderes en el mercado con sus públicos más jóvenes. La presente investigación pretende conocer cuáles son las estrategias actuales en marketing digital que están llevando a cabo las marcas del sector de la moda de lujo. Se pretenden identificar los aspectos más relevantes en la comunicación de las marcas para con sus públicos en un entorno virtual, para ello se han utilizado técnicas cualitativas, mediante análisis de contenidos y entrevistas en profundidad. Hemos encontrado que, entre otras, el principio de storytelling es una de las estrategias clave en el marketing digital, este principio lo encontramos en estrategias de video marketing, social media, eventos y exhibiciones abiertas al público, las cuales buscan interactuar con el público y mostrar su historia. PALABRAS CLAVE Estrategias de marketing, redes sociales, bloggers, storytelling, tendencias de marketing, influencers, marcas de moda de lujo ABSTRACT Luxury brands reinvent themselves in their marketing and business strategies to adapt and approach emerging markets eager to consume luxury fashion, which is why digital marketing becomes an essential tool for the communication of luxury brands leaders in the market with their younger audiences. The present research aims to know what are the current strategies in digital marketing that are being carried out by the brands of the luxury fashion sector. The aim is to identify the most relevant aspects in the communication of brands to their audiences in a virtual environment, for which qualitative techniques have been used, through content analysis and in-depth interviews. We have found that, among others, the principle of storytelling is one of the key strategies in digital marketing, this principle is found in video marketing strategies, social media, events and exhibitions open to the public, which seek to interact with the public and show your story.
... From a subjective point of view, the term luxury could refer to "Things you have that you do not think you should have." [8]. Most luxury products are also associated with a strong brand name and its logo, as well as a tradition of crafting and high quality [9]. ...
This research intends to discover what the current strategies in digital marketing that are being carried out by brands in the luxury fashion sector are. It is intended to identify the most relevant aspects in the interaction of brands with their audiences in a digital and mobile environment, for which qualitative techniques have been used, through content analysis and in-depth interviews. We have found that, among others, the principle of "storytelling" is one of the key strategies in digital marketing, this principle is found in video marketing strategies, social media, events and exhibitions open to the public, which seek to interact with public and show its history.
... As the rarity principle is regarded as a characteristic of luxury, it may be argued that this 'democratization' and assimilation into the larger consumer society have caused luxury to lose its lustre (Thomas 2007). For example, many have noted that Louis Vuitton handbags are now massproduced (Twitchell 2002), which appears to contradict the view that luxury brands must have rarity value (e.g., Phau and Prendergast 2000). ...
In the marketing literature, luxury is often defined in relation to product or brand characteristics and is positioned at the high end of a product and brand continuum, with superior characteristics. This chapter delves more deeply into the evolution of global luxury brands. Turunen approaches the definition of luxury from a brand management perspective and highlights differences between luxury brands (a company-driven definition) and brand luxury. In addition to discussing characteristics associated with luxury brands, their relative positioning against other brands is observed.
The principal purpose of this essay is to research how the development of needlework education interacts and interconnects with consumption patterns. Iceland has been used as a case for this study but any country would be applicable. The point of departure is the assumption that when a society develops more and more into being a consumer society, the needlework education also will change – in drastic forms. And that tracing a development towards consumerism can be traced in the curricula regarding this specific subject. People’s changing attitude towards spending, wasting, and an extravagant living is an important feature which explains the shift between non-consumer societies to a consumer society. Society’s outlook on these features is best reflected by that policy the institutions society uses to form its citizens’ desirable (consumer) behavior. In understanding the development from a non-consumerist society to a consumer society the study on the Icelandic syllabi for needlework and textile education plays a prominent part. A presentation on Gross Domestic Product (GDP) for the period of time in question has also been used in order to see the general increase of the standard of living and rise of consumerism in Iceland. Also numbers on trade and unemployment have been enclosed in order to give a more telling picture of the development and the results.
The spatial imprint of the development of the Icelandic educational system and the development of syllabi for the textile handicraft subject show that an established consumer society firstly can be found in Iceland somewhere between 1960 and 1977, thus slightly ensuing the most immediate period after the World War II. A society that educates its young ones to darn, mend, and knit with the explicit motive to help deprived homes and states that this is a necessary virtue for future housewives cannot rightly be called a consumer society. It is also worth mentioning that the subject was after this breakthrough also available for boys. Furthermore, this seems to coincide with the so called “haftatímanum”, the restriction era, which lasted from 1930 to 1960. During this time the Icelandic government controlled the market having an especially harsh policy on the import of consumer goods, with product rationing as a result.
Both of these two matters - the syllabi for the textile handicraft subject and the haftatímanum - had an anaesthetized impact on the development of the Icelandic consumer society.
This article aims to clarify the complex relationship between luxury consumption and cultural differences and to emphasize the significance of this relationship for business and academic research. Luxury consumption refers to the consumption of products and services that possess characteristics such as high quality, uniqueness, aesthetics, and material success, while conspicuous consumption defines the consumption behaviors individuals engage in to gain social status and prestige. Based on the theory of conspicuous consumption, the article analyzes how individuals shape their luxury consumption behaviors to achieve social status and prestige and how these behaviors change in different cultural contexts. The article highlights that luxury consumption is not only an economic phenomenon but also a social phenomenon. Cultural differences play a critical role in understanding consumer behaviors and determining marketing strategies. These differences demonstrate that the definition and perception of luxury can vary widely between cultures. For instance, in some cultures, luxury is associated with flashy and attention-grabbing products, while in others, it is linked with elegance, simplicity, and intrinsic satisfaction. Additionally, the article addresses the psychological motivations behind luxury consumption. Individuals use luxury consumption to express themselves, boost their self-confidence, and achieve social acceptance. Economically, luxury consumption is directly related to individuals' income levels and economic resources. High-income individuals can spend more on luxury consumption products, while low-income groups participate in such consumption behaviors more limitedly. However, tools such as borrowing and credit usage allow low-income individuals to engage in conspicuous consumption as well. This study helps us better understand the dynamics between luxury consumption and cultural differences and emphasizes that luxury brands need to develop strategies to address cultural diversity to succeed in global markets.
Purpose: The academic interest in ‘luxury’ as a concept may be traced to Veblen’s seminal work “Theory of the Leisure Class”, where he argues that wealthy individuals often consume luxury for purposes signalling status. This premise created numerous research work on answering questions such as – how does one identify a brand as luxury, what characteristics typify a luxury brand, how does a luxury marketer achieve these characteristics, what benefits do consumers seek from luxury, and finally, what are the consequences of luxury consumption for the consumer and to the society. This paper explores answers to these questions through an in-depth review of literature. Theoretical Framework: The scoping for the review of literature was carried out by applying the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA). Design Methodology and Approach: Keywords like ‘luxury management’, ‘luxury consumer’, ‘luxury definition’ and ‘luxury brand’ were searched on prominent databases (EBSCO, Emerald, JSTOR, ProQuest and Google Scholar). The relevant papers were reviewed and cross referred to ensure comprehensiveness of the review of literature. The arguments and evidences from over 50 research papers (primarily between 1995-2023) have been stitched to create the conceptual model proposed in the paper. The literature reviewed and were categorized as a) research which discuss and propose the typifying characteristics of luxury, b) research which examined the consequences of luxury consumption to the society and to the consumer and c) research expounding the distinct approach required for managing luxury brands. By connecting the evidences from extant literature, this paper proposes a model that traces the characteristics of luxury (and the antecedent or source of the characteristic) with its corresponding benefits and consequences. Finally, the specificities of luxury management that arise from the characteristics and consequences have been explored and discussed. Research, Practical and Social Implications: Elaborating on the features of luxury provides scholars and researchers with a basis for deriving operational definitions in future research. Moreover, by mapping the connection between the characteristics of luxury and their associated benefits and consequences, the research offers luxury marketers practical insights for effectively managing and cultivating robust luxury value. Originality Value: The article consolidates existing literature to create a concise conceptual model, offering novel viewpoints on luxury and luxury marketing.
This chapter examines the nature and role of visual culture in the domestic sphere and books as gifts. As previously noted, judgements on the status of photographic content are one reason coffee-table books are regarded as superficial. In the post-war era their role as decorative objects and for conspicuous taste appropriation was also regarded as superficial. So what people did with their coffee-table books, that is, display them on coffee tables, gave some commentators another reason to be disparaging about the genre. Despite these assessments of coffee-table books, an expanded post-war, book-buying market embraced the genre. Even if their purchases were for other than the attainment of knowledge. Cultural appropriation through aesthetically pleasing objects was not a new concept, and coffee-table books were considered popular, luxury offerings as gifts. This function was heavily promoted during major gift-giving periods, as is still the case today. Along with pictorial news magazines and television, coffee-table books gained increasing prominence in many homes across America, Britain and Australia.
This essay discusses Joyce Appleby’s idea that capitalism, apart from being an economic system, also is a cultural one. Her earlier work, which included the intellectual history of capitalism, stressed the impact of the early American thought on the emerging national identity of the United States, particularly in the context of free enterprise, individualism and the marketplace. After a brief discussion of Appleby’s early conceptions, the article goes on to assess the concept of capitalism as a cultural system, tracing its potential usefulness in the study both of American culture and of the discourses pertaining to this economic system and the culture it is associated with.
"With the current state of discipleship, congregations can no longer afford to rely on their church-centered programs as their main means of growing disciples. Programs do not disciple people; people disciple people. Becoming authentic communities who create intentional spaces where believers of all ages and stages in their faith journey can effectively and meaningfully connect with one another and with God, grow spiritually, and reach out to the world around them is of vital importance in urban discipleship. With the imperative to share the gospel in the cities, urban congregations need to objectively do their own discipleship reality assessment in light of Jesus’ example and command. A thoughtful assessment of the gap between Jesus’ intention and current practices will help them make necessary adjustments to their approach to discipleship."
Consumerism is a buzzword of the modern lingua-Franka. In the contemporary age, human beings are generally identified as consumers. It refers to the fundamental idea of consumption- tangible and intangible substances, to frame the reference point for modern man to identify himself in terms of what he consumes. In this context, the paper explores the phenomenon of consumerism as an indispensable column of the modern hegemonic order which is neo-liberal, capitalistic and globalized. The paper then highlights the issue of identity crisis vis-à-vis consumer behavior. The paper discusses the fundamentals of Islamic world view vis-à-vis the inter-relationship of the elements of the cosmos and its nature. It delves into the deeper meanings of the Quranic concepts like khilafah, ‘ubudiyyah etc. and their implications on the identity formation of a Muslim and hence the formation of specific behavior. It tries to critically evaluate the tectonic phenomenon of consumerism from the perspective of maqasid al-Shari‘ah (the higher intents of the Islamic law) and finally proposing Islamic viewpoint to ensure civilizational renewal of the humanity, which is more natural and helps to construct a positive relationship with the self and the outer cosmos, coupling the human interests with maqasid al-Shari‘ah. The paper finally offers some policy recommendations to suggest a way towards a reformed engagement with the cosmos as a whole in terms of justice and fairness.
The need for effective communication, public outreach and education to increase support for policy, collective action and behaviour change is ever present, and is perhaps most pressing in the context of anthropogenic climate change. This book is the first to take a comprehensive look at communication and social change specifically targeted to climate change. It is a unique collection of ideas examining the challenges associated with communicating climate change in order to facilitate societal response. It offers well-founded, practical suggestions on how to communicate climate change and how to approach related social change more effectively. The contributors of this book come from a diverse range of backgrounds, from government and academia to non-governmental and civic sectors of society. The book is accessibly written, and any specialized terminology is explained. It will be of great interest to academic researchers and professionals in climate change, environmental policy, science communication, psychology, sociology and geography.
Lately, a drastic shift has been observed in demand for luxury goods from ‘ownership’ to ‘usership’. Consumers are re-assessing their priorities, resulting in change in their attitude and behaviour towards luxury. Yet, very few studies have been conducted in this domain to gain an in-depth understanding about what drives and prevents consumers to consume luxury goods on a collaborative basis. This study is based upon extensive review of literature and tries to fill this gap by classifying various factors affecting luxury fashion consumption in collaborative economy into six broad categories, viz., individualistic/collectivistic culture, egoistic (self-oriented) values, altruistic (others’ oriented) values, cost value, identifiable risks and personal norms. This study also explores the moderating role of identifiable risks and personal norms in consumer’s intention to participate in collaborative luxury fashion consumption (CLFC). Going further, an integrated conceptual framework is proposed in this study to provide holistic view about the key elements of CLFC based upon dual theoretical framework of theory of planned behaviour (TPB) and Stern’s value-belief-norm theory.KeywordsCollaborative consumptionCultureLuxury fashion goodsTheory of planned behaviourValue-belief-norm theory
Product Lifecycle Management (PLM) has become a crucial element to handle request for quotation management, throughout the product development process, bill of material management, product data management etc. The use of traditional PLM software has increased, having been applied to traditional manufacturing, and product development efforts. However to date the integration of PLM in the fashion industry has been limited with varying success. Although certain variables such as size, range, color, or collection have been integrated into the management system with ease, the specific functionalities of the PLM remain unclear. This is often contributed to the fact that fashion industry has a shorter product lifecycle and greater variation of product offerings. Based on the available literature and a use case study, the purpose of this research is to establish a set of standard PLM functionalities based on the needs of the fashion industry. By leveraging unique set of industry specific functionalities the conceptual framework developed aims to provide a competitive advantage to those involved by supporting the production of goods in mass market, premium market and luxury market fashion products.
In this study, the researcher is trying to investigate whether status and conspicuousness are two different constructs in measuring brand prestige utilizing new luxury market as a reference point. In other words, the attempt will determine if consumers can differentiate between the perceived status and perceived conspicuousness of the brands in the product category (luxury car brands) selected in the Sri Lankan context. According to many research studies, revealed some of the evidence that these two dimensions are distinct constructs, nevertheless, this was limiting in terms of the sample used (students), the methodology (confirmatory factor analysis only), the scope of the product categories and the context of the study conducted (Western countries). The current study is an extension to O'Cass and Frost (2004) study by using the real consumers as a sample (300 respondence). Exploratory factor analysis was performed among nine brands of luxury and semi-luxury car brands in the Sri Lankan context.
The luxury goods market is undergoing dramatic changes due to the fact that vast numbers of new consumers are gaining access to goods previously regarded as unobtainable. As a result, luxury is losing its elitist and exclusive character. The aim of this paper is to explore the changes in luxury brand marketing and to introduce the emergence of a new branding philosophy – Mass Prestige brands. The concept of Mass Prestige brands emerged as a response to luxury losing its elitist character, and it was intended to combine elements of luxury brand values perception with mass-market strategies. The key question of the discussion presented in this article is whether the values included in the luxury brand perception model fit Mass Prestige brand value perceptions, and if so, to what extent. Personal (“luxury for oneself”) and social (“luxury for others”) value dimensions of luxury brands were taken into consideration and confronted with the principles of Mass Prestige strategies. As a result, a modified version of the model was proposed that includes only the elements that are relevant to the buying motives of newly rich consumers seeking Mass Prestige brands.
This chapter presents the results of empirical research on the influence of individual consumer characteristics: age, education, gender, income or lifestyle on the perception of the value of luxury. It also refers to the relationship between status- and demonstration-oriented consumption and imitative and snobbish inclinations. The analysis of the author’s research is preceded by a synthetic presentation of the results of foreign research conducted in this area.
This paper examines the aesthetic dimension of innovative entrepreneurship. It treats markets as aesthetic systems that involve the creation, interpretation and evaluation of aesthetic objects. Entrepreneurs’ visions orient their actions towards purposes (imagined ends) that can have a significant aesthetic character. Innovative entrepreneurs and co-creative consumers combine different elements into new kinds of objects that afford new kinds of aesthetic experiences. Within market systems, brands emerge as aesthetic objects par excellence. Their increasing presence in our everyday lives makes them a significant source of lived aesthetic experience. A case study is provided of Harry Gordon Selfridge, a pioneer of entrepreneurial aesthetics. The paper adopts a broad definition of aesthetics drawn from the philosophy of the aesthetics of everyday life. Accordingly, economic agents can be open to a wide range of aesthetic experiences that are characterized by different modes of attention. The paper distinguishes between contemplative, pragmatic, catallactic and ecological kinds (or modes) of aesthetic experience.
Freiberufler, die ja vorwiegend Fachleute auf ihrem Gebiet sind, müssen ihre Leistungen auch erst einmal „verkaufen“, wenngleich diese Tätigkeit häufig mehr den Charakter einer Beratung hat. Insbesondere ein tieferes Verständnis davon, was ein potenzieller Kunde von Ihnen in der Verkaufsphase erwartet und was den eigentlichen der Kern Ihres Produkts ausmacht, kann helfen, diese Phase optimal zu gestalten und dadurch den (wirtschaftlichen) Erfolg zu erhöhen. Hinzu kommt die Überlegung, wer außer Ihnen noch zusätzlich Ihre Leistungen verkaufen kann, und da gibt es meist mehr, als man zunächst denkt. Neben Ihren eigenen Mitarbeitern stärken Empfehlungsgeber, klassische Werbung und ggfs. externe Verkaufsorganisationen Ihren Verkauf. In dem Kapitel werden die grundlegenden Zutaten für professionelles Verkaufen vorgestellt: Neben den soziologischen und psychologischen Aspekten des Kaufens und Verkaufens wird die Idee des Kundennutzens anstatt des Produktes bzw. der Dienstleistung hervorgehoben.
The significant rise in luxury shopping has recently gained much attention. This paper seeks to better understand the factors involved in luxury consumption. Specifically, a list of ten luxury fashion-brand restaurants/cafés are identified and used to survey customers’ motivations, perceptions, demographics, and purchase behavior. This study finds that brand equity drivers significantly influence individual’s intention to visit other luxury fashion-brand restaurants/cafés, and purchase products that are associate with the luxury fashion-brand restaurants/cafés where he/she has previously patronized. Female customers show loyalty to luxury fashion brand products and revisit that specific fashion brand restaurants/cafés. These findings enrich and update the existing body of knowledge on luxury branded restaurants/cafés in relation to customers’ decision making. This study also provides practical implications for luxury fashion-brand F&B owners.
The purpose of this study is to examine how scholarly research on luxury brand marketing has evolved in the twenty-first century. This literature review focuses on 242 articles related to luxury marketing. The contributions of these articles are thoroughly analyzed, combining qualitative interpretations with bibliometric citation analysis that uses a social network of referrals. This study identifies the most influential universities, research outlets, and scholars in the recent evolution of luxury marketing research. The study also identifies current and future research streams, geographic scope, and underlying research methodologies, and it reveals the most frequently used theories and prominent constructs in luxury marketing research. There are few studies that have examined the literature review of the luxury marketing discipline. No previous research has investigated luxury branding by means of a bibliometric analysis and qualitative assessment within such a large scope. Building on the results of this analysis, researchers can target their studies precisely and, thus, increase the contributions of their empirical research.
This part introduces the life-cycle hypothesis—the standard modelling framework in economics and ageing. It presents a basic, stripped-down version of the model and then goes on to discuss bequests, uncertainty, the endogeneity of work and retirement decisions, social security benefits, and insurance. Other sections include comments on the so-called retirement-consumption puzzle, alternative motives to save, and financial literacy. Also included are discussions on the macroeconomic implications of the hypothesis and the role of children and migration and interest rates. The part concludes with a review of the empirical evidence and a critical view from social gerontology.
This study explores the complex and polysemic phenomenon of luxury from a consumer perspective. In order to investigate consumers’ personal perceptions of luxury, a multisited inquiry by means of phenomenological interviews was employed. A disruptive notion of freedom as luxury emerged from the data collected from fieldwork in Stockholm, Berlin, London, and Madrid. Even though freedom has traditionally been considered as an essential human need, the findings shed light on how consumers place freedom in the realm of luxury, whether in terms of liberation (freedom from), license (freedom to), or both. Furthermore, the findings show that some possessions have the power of providing consumers with both freedom and slavery. These contributions extend theory in the luxury consumption domain and further the theoretical perspectives about freedom in consumer culture. Consumers’ longing for indulging in the luxury of freedom has implications for understanding certain consumer behavior practices, movements, and trends and, consequently, yields crucial managerial implications.
Research relevant to the creation and development of luxury brands is a growing area of interest and importance to branding practitioners and scholars. The issue here is that it is difficult to move forward when current brand luxury theory resembles a patchwork of definitions, methods and metrics. To add clarity, delineate brand luxury from other similar terms and concepts, and improve brand luxury knowledge, this chapter probes brand luxury through seven lenses. The findings enable brand luxury practice and theory to move forward on the basis of scientific merit. The results delineate brand luxury from competing terms such as brand status and prestigious brands – enabling practitioners and academics to precisely determine the extent to which luxury contributes to a brand, resolve whether or not a brand is a luxury brand, and establish with some accuracy the net worth of the brand luxury market.
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