Academic journal article IUP Journal of Brand Management

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Academic journal article IUP Journal of Brand Management

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Article excerpt

This issue has two papers on luxury brands, both of them with a qualitative orientation. The first paper, "The Underpinning Strategies Leading to High Value Perception of Luxury Fashion Brands", by Ana Roncha and Matteo Montecchi, arrives at a 7-dimensional model to define luxury based on literature survey. The seven dimensions identified are-exclusivity, social marker, brand and identity management, integrated marketing communications, heritage, product and price integrity, and luxury experience. The paper suggests a luxury matrix wherein luxury brands can be rated on each of the seven dimensions on a 7-point scale.

The second paper, "Post-Structural Luxury Brand Strategy: Implicit Luxury Brands", by Henrik Uggla, is on 'implicit luxury brands', i.e., brands which are at the high-end of luxury, but do not make any show of their being in the luxury category. A prominent example is that of Bottega Veneta, an Italian bags, accessories and garments brand. In this case, even the brand's logotype does not appear prominently anywhere, except in the case of bottled fragrances; and the brand symbol (a butterfly) is presented very inconspicuously on the products. The brand identity is however present symbolically through other dimensions such as the intrecciato technique of knitting the leather, which forms part of the brand's identity, and also lends a feeling of luxury. The paper explains that the customers of Bottega Veneta are 'patricians', while the customers of most other luxury brands are 'parvenus'. Patricians are quite discrete about exposing their luxury consumption to others, whereas parvenus would like to show off that they are successful in life, and wish to display their consumption of luxury products. …

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