Fashion marketing of luxury brands: Recent research issues and contributions

Ko, Eunju; Megehee, Carol M.

doi:10.1016/j.jbusres.2011.10.004

Cited by 111 publications

(66 citation statements)

References 16 publications

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“…The fashion brand should present itself as a brand that stands in contrast to daily life. Brand personality must also be in line with the role consumers attribute to these symbolic products and the ritual process (Ko & Megehee, 2012). In addition, in terms of distribution, fashion brands should find retailers or develop their own outlets in places where ritual consumption occurs.…”

Section: Managerial Implicationsmentioning

confidence: 99%

Dress, transformation, and conformity in the heavy rock subculture

Chaney¹,

Goulding

2016

Journal of Business Research

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While the relationship between clothing and the construction of identity has received considerable attention, less attention has been given to identity shifts through acts of consumption. This paper explores the role of dress in a ritual experience during which consumers temporarily shift from one identity mode to another. The qualitative study conducted at two heavy rock music festivals shows that consumers use dress to transform themselves physically which in turn facilitates escape from everyday life. Through this transformation participants gradually enter the ritual community where a leveling process occurs based on difference from the mainstream, but paradoxically, strict conformity and adherence to the codes of dress and behavior of the festival group. This uniformity acts as a collective 'disguise' which breaks down barriers and allows individuals to participate in expressive, more primal behaviors which act as a temporary release before a return to the mundane.

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Section: Managerial Implicationsmentioning

confidence: 99%

Dress, transformation, and conformity in the heavy rock subculture

Chaney¹,

Goulding

2016

Journal of Business Research

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“…As this paper is written, new research is probably being developed to accommodate the differences among fashion and luxury fashion (Ko and Megehee, 2012), specialized supermarkets (e.g., the life-styled Whole Foods), entertainment-oriented brand stores (e.g., Disney and ESPM stores) and online-only retailers (e.g., Amazon). Additionally, some complex hybrid cases were encountered.…”

Section: A Contingent Look At Retail Internationalization: Propositiomentioning

confidence: 99%

Uma visão contingencial da internacionalização do varejo: proposição de uma taxonomia e discussão dos desafios teóricos

Gomes¹,

Carneiro²,

Dib³

2017

BASE

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Este é um artigo de acesso aberto, licenciado por Creative Commons Atribuição 4.0 Internacional (CC BY 4.0), sendo permitidas reprodução, adaptação e distribuição desde que o autor e a fonte originais sejam creditados. ABSTRACTThere is no agreement upon the set of dimensions to be used to categorize distinct types of retailers and, consequently, it is difficult to disentangle the particularities of the internationalization trajectories of specific types of retailers. In this article, we propose a taxonomy of the firms involved in international retailing and discuss the differences in the internationalization patterns of the retail business across the types of retailers. The data was collected from an extensive review of the literature on retail internationalization and from several secondary sources, such as a report of a research institute and retailers' websites, as well as from visits to stores. The proposed taxonomy identifies three distinct types: (i) traditional retailers, (e.g., Walmart, JCPenney), which distribute a varied array of third parties' brands, (ii) specialized branded retailers (e.g., Zara, H&M), which are exclusive distributors of their own brands, and (iii) direct branded retailers (e.g., Adidas, Louis Vuitton), firms that are brand manufacturers' that are also distributors of their brands, but in a non-exclusive manner, as such brands are also distributed through other retailers. This contingent view of retail internationalization helps overcome two week points this field has: (i) the pervasive research practice of employing mixed samples of distinct types of retailers; and (ii) the inadvertent focus on traditional retailers, such as supermarkets and department stores, as if they were representative of the population of international retailers as a whole, which contrasts with the noticeable increase in the international retail distribution of consumer products through monobranded stores.Keywords: retail internationalization, retailer types, taxonomy. RESUMOA literatura carece de uma identificação clara dos diferentes tipos de firmas envolvidas com atividades varejistas internacionais, dificultando a identificação das particularidades da traje-

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“…Consumption can be used to express not only indications of social class (ÜStÜNer & Holt, 2014), but luxury products have important signaling functions in relationships (Yajin & Griskevicius, 2014), and possess more influence in the marketplace (Ko & Megehee, 2012). Furthermore, when consumption is conspicuous, consumers engage in social competition to enhance their status (Ordabayeva & Chandon, 2014).…”

Section: Consumption and Transitional Identitiesmentioning

confidence: 99%