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Research Program for Luxury Brands
Type
applied research project
Start Date
01 January 2010
End Date
31 December 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(s)
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
19 results
Now showing
1 - 10 of 19
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PublicationLuxury Beyond The Next Bend, Strategic Foresight, and Luxury Performance Index : Dossier of the Luxury Executive PanelInternal report for panelists, on request - forthcoming
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Publication
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PublicationLuxury 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
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PublicationDigital Luxury Marketing, Luxury Competitive Strategy, and Luxury Performance Indicator : Dossier zum Luxury Executive PanelInternal report for panelists, on request - Imagine the perfect organization in the luxury market. What comes to mind - a great brand, a great heritage, great products and experiences? Likely, all of the above. And yet again, the word "luxury" ushers attention away from what really is at the heart of the question: the organization. Thus, we try again, with less distraction: What makes the perfect organization? Our suggestion: the way in which it manages challenges. And in the luxury market, there are plenty of challenges. This is why we initiated the Luxury Executive Panel. The Luxury Executive Panel is a steadily growing group of CEOs in the luxury market who anonymously participate in management studies twice a year. Panelists may suggest topics of particular relevance to them, they state their perspectives and, in the end, receive the results. Those results will not always be clear-cut answers. But we are certain that the combined insight of the panel will give fresh impulses and new perspectives on old challenges. In this edition, we interviewed the Luxury Executive Panel on the ever-growing trend of going digital as a luxury brand, on the competitive dynamics in the luxury market, and on indicators of luxury market performance. All of the conclusions we draw in this dossier are based on the interviews we carried out with the participating panelists. Every new edition of the Luxury Executive Panel generates new and worthwhile insight with and for the panelists.
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PublicationType: newspaper articleJournal: Marketing Review St. GallenVolume: 29Issue: 1
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PublicationType: newspaper articleJournal: Marketing Review St. GallenVolume: 28Issue: 4