Examining fashion brand luxury DNA

Paper


Miller, Karen W. and Mills, Michael K.. 2010. "Examining fashion brand luxury DNA." 2010 Global Marketing Conference: Marketing in a Turbulent Environment. Tokyo, Japan 09 - 11 Sep 2010 Seoul, Korea .
Paper/Presentation Title

Examining fashion brand luxury DNA

Presentation TypePaper
AuthorsMiller, Karen W. (Author) and Mills, Michael K. (Author)
Journal or Proceedings TitleProceedings of the 2010 Global Marketing Conference
Number of Pages5
Year2010
Place of PublicationSeoul, Korea
Conference/Event2010 Global Marketing Conference: Marketing in a Turbulent Environment
Event Details
2010 Global Marketing Conference: Marketing in a Turbulent Environment
Event Date
09 to end of 11 Sep 2010
Event Location
Tokyo, Japan
Abstract

Although in the fashion industry, luxury brands are the most profitable fastest growing brand segment, they are also the most poorly understood and under investigated (Berthon,Pit, Parent and Berthon 2009 p 45). Luxury, often used synonymously with prestige,holds considerable intangible worth, has enduring positive brand images and is deemed at being at the forefront of design, quality, status and fashion (Juggessur and Cohen 2009).Despite the significance of the luxury sector in terms of the insights it could provide with respect to contemporary business practice and the nature of consumption, it has been
recognised that the sector has been under-represented within the academic literature Berthon et al 2009; Fionda and More 2009). One of the issues hampering development
is that luxury, its definition, operationalisation and measurement are highly subjective and no agreed definition can be found in the literature (Godey, Lagier and Pederzili 2009;Kapferer and Bastien 2009). This study focuses specifically on this issue within the preeminent
luxury fashion brands category. A conceptual model is developed to carefully examine the dimensions and relationships underlying the luxury fashion brand, and is
tested across three specific luxury fashion product categories. The study results make important contributions to clarifying the confusion shown in previous luxury brand
research, and helps create a useful framework depicting the luxury fashion brand DNA.

Keywordsbrand luxury; fashion brand; luxury fashion brands
ANZSRC Field of Research 2020350606. Marketing research methodology
350602. Consumer-oriented product or service development
350605. Marketing management (incl. strategy and customer relations)
Public Notes

Copyright is held by Korean Academy of Marketing Science. Co-published with Society for Marketing Advances.

Byline AffiliationsSchool of Management and Marketing
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