Pre-loved luxury: identifying the meanings of second-hand luxury possessions

2015 ◽  
Vol 24 (1) ◽  
pp. 57-65 ◽  
Author(s):  
Linda Lisa Maria Turunen ◽  
Hanna Leipämaa-Leskinen
Keyword(s):  
Luxury Brands ◽  
Luxury Consumption ◽  
Luxury Goods ◽  
Content Type ◽  
Luxury Brand ◽  
Reputational Risk ◽  
Brand Marketing ◽  
Managerial Implications ◽  
Symbolic Value ◽  
Risk Investment

Purpose – The purpose of this study is to shed light on the consumption of second-hand luxury brands, identifying the meanings attached to second-hand luxury possessions in the context of fashion and, specifically, in the case of luxury accessories. Prior discussions of luxury consumption and marketing have focused on brand-new luxury goods, thus largely neglecting the emergence of markets for used luxury products. Design/methodology/approach – The empirical data for this study were generated through interviews with ten Finnish women and through fashion blogs concerning luxury goods that are bought second-hand. Findings – The findings show that second-hand luxury possessions are characterized by five different meaning themes: Sustainable Choice, Real Deal, Pre-loved Treasure, Risk Investment and Unique Find. The study highlights how consumers are able to achieve luxury experiences even without exclusive service, as the informants attached meanings of luxury to second-hand luxury possessions, especially with regard to the symbolic value and authenticity of the product. However, the meaning of authenticity appears to be a double-edged sword in this context, as consumers may also consider that they are taking a financial as well as reputational risk when acquiring a previously owned luxury item. Originality/value – This study brings forward novel viewpoints to discussions on luxury brand marketing by connecting the issue with the topical phenomenon of second-hand and luxury consumption. The study suggests important managerial implications for luxury brand marketers.

Inconspicuous Luxury Consumption

2021 ◽  
pp. 65-85
Author(s):  
Aslı Tolunay Kuşçu
Keyword(s):  
Theoretical Framework ◽  
Value Proposition ◽  
Luxury Brands ◽  
Luxury Consumption ◽  
Luxury Goods ◽  
Economic Changes ◽  
Luxury Brand ◽  
Complex Development ◽  
Managerial Implications ◽  
Luxury Products

With luxury consumption still growing fast despite various challenges such as increasing competition, rise in rental luxuries, and in counterfeits, luxury brands are challenged with an additional and complex development: consumers' interest towards inconspicuous luxury products. Being one of the major characteristics of luxury goods, conspicuousness is losing its value among some luxury shoppers necessitating a new definition for luxury and a new value proposition for luxury brands. This chapter initially provides a review on luxury and on the different motivations that determine luxury consumption. Next, socio-economic changes that trigger the shift from conspicuous to inconspicuous luxury consumption is examined briefly. And finally, a discussion on why inconspicuous consumption is valued by consumers is followed by a theoretical framework on the motivations for inconspicuous luxury brand usage. The chapter then concludes with theoretical and managerial implications.

Art as strategic branding tool for luxury fashion brands

2018 ◽  
Vol 27 (3) ◽  
pp. 294-307 ◽  
Author(s):  
Julia-Sophie Jelinek
Keyword(s):  
Value Creation ◽  
Value Chain ◽  
Brand Management ◽  
Luxury Brands ◽  
Theoretical Frameworks ◽  
Experiential Marketing ◽  
Content Type ◽  
Luxury Brand ◽  
Brand Marketing ◽  
Strategic Role

Purpose This study aims to understand the lasting relationship between luxury fashion and art. The purpose of the paper is to explore whether the application of art, the cooperation with artists, the implementation of experiential strategies focusing on retail spaces and shows embedded in the strategic concept of a luxury brand lead to a competitive advantage and to a sustained value creation for luxury brands. Design/methodology/approach Based on the literature, the strategic role of art and the importance of experiential marketing for the value creation of European luxury fashion brands was explored through empirical data collection, consisting of 26 semi-structured in-depth interviews. The gained data have been analysed through a thematic analysis approach and triangulated to avoid bias. Findings The exploratory study revealed that when art is applied as a strategic tool, it is of relevance to achieve an authentic fit to the brand. When integrating art consistently and authentically within the whole value chain system, it leads to a higher brand equity. Practical implications The paper provides a guide for both academics and marketers as theoretical frameworks are examined, analysed and future recommendations are given, which are suited to be applied within the brand management principles. Originality/value The outcome contributes to a wider delineation regarding the future of luxury brands. The study reveals novel viewpoints concerning the integration of arts in luxury brand marketing and adds to existing literature.

Exploring the impact of religiousness and cultureon luxury fashion goodspurchasing intention

2019 ◽  
Vol 10 (3) ◽  
pp. 768-789 ◽  
Author(s):  
Hasan Aksoy ◽  
Olaide Yusuf Abdulfatai
Keyword(s):  
Religious Beliefs ◽  
Cultural Orientation ◽  
Subjective Norms ◽  
Luxury Brands ◽  
Luxury Goods ◽  
Content Type ◽  
Luxury Brand ◽  
Intention To Purchase ◽  
Purchasing Intention ◽  
The Impact

Purpose The purpose of the paper is to investigate the effect of religiosity and culture on Nigerian Muslim consumer’s intention to purchase luxury goods. Design/methodology/approach The survey included a sample of 372 Nigerian Muslims from the middle and upper-income groups who live in Lagos and Kano in Nigeria. Findings Plenty of luxury brands are seeking to find ways to overgrow in emerging markets. Focussing on Nigeria, this study identifies Nigerian people’s cultural orientation, religious beliefs and examines the social and personal variables affecting the consumers’ purchasing intention for luxury goods. This study stresses that Nigerian consumers’ intention to purchase luxury products are impacted by attitude, subjective norms and culture. However, Nigerian people’s intention to purchase luxury goods is not influenced by religious beliefs and Islam morals. While culture has a significant relationship with both attitudes towards behaviour and subjective norms, the religious beliefs encourage both subjective norms and a positive attitude towards the behaviour. Research limitations/implications This study has limitations in connection with two of its major objectives. The study applied the perspective of Nigerian Muslims. Thus, the research will not be able to clarify the fact that beyond this limited geographical area. Future research may widen the focus on cultural and religious beliefs on the intention to purchase luxury goods by adding other elements, such as normative beliefs and attitudinal beliefs. Practical implications The findings of the research define some implications for marketers with regard to the importance of social norms and religion in point of increasing the purchasing intention for luxury goods. Findings reflect that Nigerian consumers are impacted by subjective norms and cultural orientation. This means that luxury consuming is seen to achieve social recognition in the society. These results show that improving social acceptance through luxury goods consumption may create profitable outcomes for luxury brand firms. Originality/value The attractive findings of the study proposed that luxury brand managers should balance their investment in terms of the use of word-of-mouth, reference groups and fashion magazines to develop a favourable attitude towards luxury brands through. Although cultural values, references groups and consumer’s beliefs critically matter for luxury consuming, religious beliefs of Nigerian consumers have no effect on consumer’ purchase intention for a luxury product.

Do affluent customers care when luxury brands go mass?

2014 ◽  
Vol 26 (4) ◽  
pp. 526-543 ◽  
Author(s):  
Wan Yang ◽  
Anna S. Mattila
Keyword(s):  
Attitude Change ◽  
Negative Attitude ◽  
Product Type ◽  
Luxury Brands ◽  
Annual Household Income ◽  
Luxury Consumption ◽  
Luxury Goods ◽  
Content Type ◽  
Joint Effects ◽  
Number Of Customers

Purpose – This paper aims to examine the joint effects of product type (hospitality services vs goods) and consumers’ need for status (low/Patricians vs high/Parvenus) on consumers’ attitude change toward their favorite luxury brands. As an ever increasing number of customers can now afford luxury products, it is important to understand how affluent consumers react to the less affluent mimicking behaviors. Design/methodology/approach – In all, 265 luxury consumers with annual household income of more than $100,000 and experiences of luxury consumption in the past three months were recruited. A 2 (product type) × 2 (need for status) factorial design was used to test the hypotheses. Findings – This study demonstrates that when faced with mimicking behaviors by less affluent consumers, Parvenus exhibit more negative attitude toward their favorite luxury goods brands than luxury hospitality brands. Conversely, Patricians exhibit similar levels of attitude change across the two types of luxury brands. Practical implications – The findings suggest that luxury hospitality companies may find it easier to expand to less affluent markets than their luxury goods counterparts, in particular when the majority of target consumers are Parvenus. Originality/value – To the best of the authors’ knowledge, this study is the first to examine consumers’ reactions to mimicking behaviors by the less affluent in the context of luxury hospitality services, and it adds to the knowledge on the joint effects of product type and status seeking on luxury consumption.

How Consumers’ Political Ideology and Status-Maintenance Goals Interact to Shape Their Desire for Luxury Goods

2018 ◽  
Vol 82 (6) ◽  
pp. 132-149 ◽  
Author(s):  
Jeehye Christine Kim ◽  
Brian Park ◽  
David Dubois
Keyword(s):  
Semantic Priming ◽  
Political Ideology ◽  
Social Stability ◽  
Sociodemographic Characteristics ◽  
Luxury Brands ◽  
Luxury Consumption ◽  
Luxury Goods ◽  
Conservative Ideology ◽  
The Status ◽  
Maintenance Goals

This research distinguishes between the goal of maintaining status and advancing status and investigates how consumers’ political ideology triggers sensitivity to a status-maintenance (vs. status-advancement) goal, subsequently altering luxury consumption. Because conservative political ideology increases the preference for social stability, the authors propose that conservatives (vs. liberals) are more sensitive to status maintenance (but not status advancement) and thus exhibit a greater desire for luxury goods when the status-maintenance goal is activated. Six studies assessing status maintenance using sociodemographic characteristics (Studies 1, 2, and 3a) and controlled manipulations, including ad framing (Study 3b) and semantic priming (Studies 4 and 5), provide support for this proposition. The studies show that the effect is specific to status maintenance and does not occur (1) in the absence of a status goal or (2) when the status-advancement goal (a focus on increasing status) is activated. Overall, the findings reveal that conservatives’ desire for luxury goods stems from the goal of maintaining status and offer insights into how luxury brands can effectively tailor their communications to audiences with a conservative ideology.

Affordable luxury consumption: an emerging market's perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shadma Shahid ◽  
Jamid Ul Islam ◽  
Rahela Farooqi ◽  
George Thomas
Keyword(s):  
Psychological Factors ◽  
Purchase Intention ◽  
Structural Equation ◽  
Emerging Market ◽  
Consumer Attitude ◽  
Luxury Brands ◽  
Cross Sectional ◽  
Luxury Consumption ◽  
Content Type ◽  
Need For Uniqueness

PurposeThis study aims to focus on proposing and empirically validating a model that captures certain critical socio-psychological factors that nurture consumers' attitude towards affordable luxury brands in an emerging market context of India.Design/methodology/approachThe data were collected via a cross-sectional questionnaire survey from 491 customers of different fashion accessory luxury products in India. The data were analyzed through structural equation modelling (SEM) using AMOS 23.0 SEM software.FindingsThe findings of this study reveal that conspicuousness, status consumption, brand name consciousness, need for uniqueness and hedonism positively affect consumer attitude towards affordable luxury, which consequently affects consumers' purchase intention. The findings further reveal that age acts as a moderator in driving consumers' neo-luxury consumption.Originality/valueBy uniting various socio-psychological factors with consumer attitude and purchase intention in a conceptual model, along with studying the moderating role of age, this study responds to the calls for further research regarding affordable luxury and offers a more granular understanding of specific consumer motivations that guide Indian consumers' affordable luxury consumption.

Is it love or just like? Generation Z’s brand relationship with luxury

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hyunju Shin ◽  
Jacqueline Eastman ◽  
Yuan Li
Keyword(s):  
Luxury Brands ◽  
Generational Cohort ◽  
Brand Relationships ◽  
Research Attention ◽  
Content Type ◽  
Luxury Brand ◽  
Luxury Branding ◽  
Generation Z ◽  
Brand Relationship ◽  
High Level

Purpose This study aims to focus on understanding the consumer-luxury brand relationships among Generation Z. Generation Z is an up-and-coming generational cohort that has received limited research attention in the domains of both consumer-brand relationships and luxury branding, despite its growing size and purchasing power. Therefore, this study highlights the distinctive patterns of Generation Z’s relationship with luxury by identifying their choice of a luxury brand, the nature of the brand relationships, what characterizes these relationships and the internal and external influences that shape these relationships. Design/methodology/approach This study used brand collage construction. A total of 56 Generation Z respondents created brand collages that covered 38 different luxury brands. The data from the collages and their accompanying descriptions were evaluated using content analysis. Findings This study identifies Generation Z’s unique yet expansive view of luxury that encompasses not only traditional luxury but also masstige and non-traditional luxury brands. Moreover, the findings generally support that Generation Z’s relationships with luxury brands are characterized by “like” rather than “love”; while Generation Z may feel a high level of loyalty toward luxury brands in terms of attitudes and behaviors, they do not necessarily have strong, passionate feelings for them. Originality/value The findings of this study offer a comprehensive understanding of Generation Z’s brand relationship with luxury. Luxury marketers need to recognize that for Generation Z consumers, luxury is an integral part of their everyday lifestyle more than a display of success, which is clearly different from previous generations.

When others show off my brand: self-brand association and conspicuous consumption

2019 ◽  
Vol 32 (6) ◽  
pp. 1214-1225 ◽  
Author(s):  
Jie Li ◽  
Shuojia Guo ◽  
Jonathan Z. Zhang ◽  
Liben Sun
Keyword(s):  
Social Class ◽  
Brand Management ◽  
Conspicuous Consumption ◽  
Mediating Effect ◽  
Future Research ◽  
Luxury Brands ◽  
Luxury Consumption ◽  
Content Type ◽  
Brand Association ◽  
The Relationship

Purpose The purpose of this paper is to investigate the effect of conspicuous consumption on brand attitudes in the context of luxury brands market in China. Design/methodology/approach Two studies are conducted to test three hypotheses. In Study 1, the authors examine the mediating effect of self-brand association (SBA) on the relationship between social class and conspicuous consumption (H1 and H2); In Study 2, the authors examine the effect of observing others’ conspicuous consumption on the observer’s SBA (H3). Findings Results show that SBA negatively mediates the relationship between social class and conspicuous consumption. Moreover, the negative effect on SBA of observing conspicuous brand usage varies by social class. Research limitations/implications The current study focused on the principal linkage between social class, SBA and conspicuousness, and future research could examine the influence of different personality traits on luxury consumption or the existence of sub-types or variants of conspicuous brand users. Originality/value The present study has important implications for luxury brand management, and provides rich insights to consumers’ motivations that lead to distinctive luxury consumption behaviors.

The impact of religiosity on luxury brand consumption: the case of Saudi consumers

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tagreed Saleh Abalkhail
Keyword(s):  
Saudi Arabia ◽  
Design Methodology ◽  
Positive Relationship ◽  
Muslim Women ◽  
Capital City ◽  
Luxury Consumption ◽  
Content Type ◽  
Luxury Brand ◽  
Islamic Countries ◽  
The Impact

Purpose The purpose of this study was to examine the impact of religiosity on luxury brand consumption among Muslim women. Design/methodology/approach A total of 322 women were surveyed. Data was collected in the capital city of Saudi Arabia and assessed using SEM. Findings The findings revealed that religion impacts consumers’ attitudes towards luxury brand consumption. A positive relationship was found between attitude towards luxury and luxury consumption. Also, attitude towards luxury mediated the relation between religiosity and luxury consumption. Originality/value The study’s findings serve to remind the retailers in Islamic countries to keep in mind the importance of religion in consumers’ preferences and selections.

The drivers of desirability in scarcity marketing

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tser Yieth Chen ◽  
Tsai Lien Yeh ◽  
Ya Jou Wang
Keyword(s):  
Social Status ◽  
Structural Equation ◽  
Equation Modeling ◽  
Limited Time ◽  
Luxury Brands ◽  
Luxury Goods ◽  
Content Type ◽  
Practical Applications ◽  
Empirical Results ◽  
Perceived Social Status

PurposeMarketers make an effort to affect consumers through scarcity marketing thus shaping the perception of scarcity and creating desirability for consumers. To expand the scarcity-expensiveness-desirability model and to enhance insights for practical applications, this study modifies the causal relationship among two types of scarcity, three types of expansiveness and desirability.Design/methodology/approachThis study surveyed 400 Taipei city residents who had purchase experience with luxury brands products in Taiwan. The study employed structural equation modeling as empirical analysis.FindingsThe empirical results show that limited-quantity scarcity main influences perceived social status and then affects desirability. The second path is that limited-quantity scarcity influences perceived uniqueness and then affects desirability. Therefore, perceived social status and perceived uniqueness dominate the majority of effects on desirability because they are the recognition of the individual compared to others, especially when applied to luxury goods.Practical implicationsBecause limited-quantity scarcity has a greater impact on desirability than limited-time scarcity in the empirical results, marketers can adopt limited-quantity scarcity messages that are better than limited-time scarcity, to increase consumers’ desire to purchase luxury goods.Originality/valueThe first novelty of this study is dividing scarcity marketing into limited-quantity and limited-time scarcity in the scarcity-expensiveness-desirability model. This study extends expensiveness in the scarcity-expensiveness-desirability model with a complete demonstration, that is, perceived social status, perceived uniqueness and perceived value, which is the second novelty of this study.

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