Luxury Branding

Berghaus, Benjamin

doi:10.1093/oxfordhb/9780190932220.013.13

Cited by 2 publications

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“…Thus, the service activities conceptualized in this paper are intended to be pragmatic rather than prescriptive in nature. Luxury apparel shopping involves searching and discovering symbolic clothing, leather goods, accessories, and beauty products made by highly coveted labels (Berghaus et al, 2018). Hence, we sought examples of monobrand luxury retailers from LVMH, Kering, and Richemont.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Futurizing luxury: an activity-centric model of phygital luxury experiences

Lawry

2022

JFMM

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PurposeThe purpose of this study is to examine how phygital luxury experiences can be generated from mobile-mediated service activities while enabling luxury apparel shoppers to attain status goals and hedonic goals. Phygital luxury experiences are defined in this context as shopping experiences that blend the participative and immersive components of mobile and ubiquitous media with physical luxury servicescapes.Design/methodology/approachThis conceptual research draws on activity theory from the field of human-computer interaction to produce an activity-centric model of phygital luxury experiences. By drawing on activity theory, the authors develop research propositions and build a conceptual model. The conceptual model probes how phygital luxury experiences can be generated from mobile-mediated service activities that enable luxury apparel shoppers to attain status goals and hedonic goals. In turn, service activities are proposed to meld with luxury shopping goals when mobile devices allow luxury apparel shoppers to participate in community-, rules-, and labor-based service activities.FindingsFirst, the conceptual model demonstrates that social validation and personalization are status and hedonic drivers for community-based service activities (e.g. content-sharing and multiplatform storytelling). Second, special privileges and new comforts are status and hedonic drivers for rules-based service activities (e.g. engaging in pseudo-webrooming, pseudo-showrooming, and seamless and on-demand resources). Third, know-how and domination are status and hedonic drivers for labor-based service activities (e.g. adopting self-service technologies and smart or intelligent displays).Originality/valueThis conceptual model contributes to the well-documented need for research on interactive luxury strategies and luxury retail innovation. Overall, these service activities provide luxury brands and shoppers new opportunities for building elite communities, bending store rules, and altering the division of labor within physical stores. At the same time, this model shows that exclusivity and allure of luxury consumption can be reproduced through luxury apparel shoppers’ embodied interactions with salespeople and relevant audiences in connected store environments.

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Section: Theoretical Frameworkmentioning

confidence: 99%

Futurizing luxury: an activity-centric model of phygital luxury experiences

Lawry

2022

JFMM

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“…Third, luxury brand management is the area that has attracted the largest number of scholars, particularly because it offers direct answers to a broad range of issues that managers face (Phau and Prendergast, 2000;Vigneron and Johnson, 2004;Fionda and Moore, 2009;Berghaus, 2021). The most important contribution regarding the brand management of luxury goods is probably the seminal work by Kapferer and Bastien (2009).…”

Section: Luxury Marketing and Luxury Consumer Behaviormentioning

confidence: 99%

High-end luxury wine demand and income inequality

Donzé

Katsumata

2021

IJWBR

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Purpose The purpose of this study is to explore the relationship between income inequality and the demand for high-end luxury wine. The consumption of luxury goods has experienced dramatic growth since 2000 but inequality has been neglected by scholars working on luxury consumption. The exploratory research focuses on wine demand between 2000 and 2019 and analyzes the impact of income inequality among other factors, including gross domestic product (GDP) per capita and GDP growth. The authors want to discern whether highly unequal countries import more expensive wine when compared to countries with lower inequality. Design/methodology/approach The authors prepared different data sets based on the year and the trade value of each country to compare the differences and commonalities. The regression models incorporate particular foreign trade statistics (average unit price of wine) as an objective variable and the Gini coefficients to measure the relation between the demand for high-end luxury wines and inequality as an explanatory variable. The models also incorporate other control variables such as economic and institutional conditions. Findings The analysis demonstrates a positive relationship between the unit price of imported wine and the level of income inequality of the importers. This research suggests that conspicuous consumption, as a means of social distinction, is a major driver of the luxury wine market. Other significant factors include GDP per capita and geographic proximity. However, countries with a high power distance and bad governance do not purchase more luxury wines than others. Hence, rather than the social acceptation of wealth and corruption, the consumption of luxury wines is driven by the levels of economic development and inequality. Originality/value This paper is exploratory research that discusses an underexplored issue: the impact of income inequality on the consumption of luxury goods such as high-end luxury wines. It contributes to the literature on wine consumption, luxury business and income and wealth inequalities. These fields are rarely approached together and the research emphasizes the potential offered by such a perspective.

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Luxury Branding

Cited by 2 publications

References 0 publications

Futurizing luxury: an activity-centric model of phygital luxury experiences

Futurizing luxury: an activity-centric model of phygital luxury experiences

High-end luxury wine demand and income inequality

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