Examining fashion brand luxury DNA

Miller, Karen W. and Mills, Michael K. (2010) Examining fashion brand luxury DNA. In: 2010 Global Marketing Conference: Marketing in a Turbulent Environment, 9-11 Sep 2010, Tokyo, Japan.


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.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Copyright is held by Korean Academy of Marketing Science. Co-published with Society for Marketing Advances.
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 23 Jan 2011 13:10
Last Modified: 08 Feb 2012 05:16
Uncontrolled Keywords: brand luxury; fashion brand; luxury fashion brands
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150504 Marketing Measurement
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
URI: http://eprints.usq.edu.au/id/eprint/9404

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