Research Program for Luxury Brands
Type
applied research project
Start Date
January 1, 2010
End Date
December 31, 2013
Status
completed
Keywords
luxury consumption
luxury brand
growth
expansion
strategic brand management
brand value
sustainability of brand value
Description
Luxury has been one of the economic success stories of the past thirty years. Not only that individual brands expanded to tenfold of their original size, but also that the market* itself grew within the past few decades to multiples of its original size is a sign of exceptional consumer reception but also that the luxury market has entered dimensions that, effectively, are uncharted waters to the original brands.
In times of significant economic development (including, of course, several significant setbacks and corrections), this may be brushed of as yet another story conforming to many other industries in a general scheme of progressive economic performance, were there not some significant aspects inherent to luxury consumption that give rise to questions about the inner workings of performance, growth and expansion in its field, e.g. the paradox of retaining exclusiveness during expansion. The specific characteristics of luxury consumption and the brand as the centerpiece in this interaction lead to the following questions:
a) What are the prevailing variables and mechanics in expansion of a luxury brand?
b) How do managers of luxury brands deal with the trade-off between expansion and exclusiveness?
c) What are the success factors for expansion of luxury brands?
d) What is the influence of the growth of the whole luxury market on the individual brand?
In attempting and solving these and related questions, this Ph.D. thesis aims to add to the understanding of sustainable brand value generation in the field of luxury consumption which may be also beneficial to other fields of consumptive patterns with highly symbolic utility.
Status of this description: working projection (subject to change)
* depending on definition, but the direction is established well beyond a trend and with all analysis present above average industry growth
In times of significant economic development (including, of course, several significant setbacks and corrections), this may be brushed of as yet another story conforming to many other industries in a general scheme of progressive economic performance, were there not some significant aspects inherent to luxury consumption that give rise to questions about the inner workings of performance, growth and expansion in its field, e.g. the paradox of retaining exclusiveness during expansion. The specific characteristics of luxury consumption and the brand as the centerpiece in this interaction lead to the following questions:
a) What are the prevailing variables and mechanics in expansion of a luxury brand?
b) How do managers of luxury brands deal with the trade-off between expansion and exclusiveness?
c) What are the success factors for expansion of luxury brands?
d) What is the influence of the growth of the whole luxury market on the individual brand?
In attempting and solving these and related questions, this Ph.D. thesis aims to add to the understanding of sustainable brand value generation in the field of luxury consumption which may be also beneficial to other fields of consumptive patterns with highly symbolic utility.
Status of this description: working projection (subject to change)
* depending on definition, but the direction is established well beyond a trend and with all analysis present above average industry growth
Leader contributor(s)
Funder
Topic(s)
luxury consumption
luxury brand
growth
expansion
strategic brand management
brand value
sustainability of brand value
Method(s)
The pilot study will contain qualitative as well as quantitative parts
subsequent research work will be founded in quantitative methods of consumer and management research.
Notes
Concurrently, the Research Program Luxury Brand Development is being founded to support research and transfer between academia and the industry.
Range
Institute/School
Range (De)
Institut/School
Division(s)
Eprints ID
70556
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Item type:Publication, The Management of Luxury : A Practitioner's HandbookThe meaning of luxury and the customers that buy luxury have continually been evolving and the luxury sector is today healthier than ever. However luxury companies have had to completely rethink their strategies and rely on state-of-the-art marketing and management tools to help them keep up with consumers' shifting expectations. The Management of Luxury presents the view of 51 international experts on what luxury management is, how to manage luxury organizations, and key strategies for luxury brand success. Using unique research and case studies they examine how luxury is evolving, and which fundamental aspects of the business need to be prioritised in a time of change and transition. By bringing together the latest academic research and scientifically founded insights The Management of Luxury provides a multicultural, holistic and contemporary perspective on luxury marketing.Type:book - Some of the metrics are blocked by yourconsent settings
Item type:Publication, - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Luxury Brands as EmployersThe luxury business has seen a substantial and sustainable positive development in recent years. However, with increased demand comes an organizational need for more hands on deck, turning this demand into profitable business. Here lies a particularly difficult task for luxury brands: attracting, employing and managing luxury-compatible high potentials. While managerial research focus has exclusively concentrated on consumers in the past, there is a lack of insight on luxury companies' ideal approach toward recruiting and retaining employees. We want to contribute to this question by identifying the motivators driving people working at luxury companies. Referring to insights on luxury consumer behavior, we identify conspicuousness, uniqueness, association, hedonism and quality as likely drivers for luxury employer attractiveness. Based on our findings, we derive managerial implications for an ideal offering to attract people that are best suited to work in the luxury goods industry.Type:forthcomingVolume:1. Auflage September 2014 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Luxusmarkenentwicklung : Markenführung durch einen sich stets neu erfindenden MarktType:newspaper articleJournal:Marketing Review St. GallenVolume:29Issue:1 - Some of the metrics are blocked by yourconsent settings
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Item type:Publication, Luxury Stocks : Luxusmarken aus Sicht des FinanzmarktsType:newspaper articleJournal:Marketing Review St. GallenVolume:28Issue:4 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Luxury Beyond The Next Bend, Strategic Foresight, and Luxury Performance Index : Dossier of the Luxury Executive PanelInternal report for panelists, on request - forthcomingType:work reportIssue:2 - Some of the metrics are blocked by yourconsent settings
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Item type:Publication, Luxury Reader 2, 2013 : Current, recommended publications in the field of luxury consumption and management(Institute of Marketing, University of St. Gallen, 2013-05-03) - Some of the metrics are blocked by yourconsent settings
Item type:Publication,