Introduction

Hoffmann, Jonas; Coste-Manière, Ivan

doi:10.1057/9780230361546_1

Cited by 2 publications

(5 citation statements)

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“…(2020a), this paper conceptualizes ephemerality as a luxury branding strategy. In contrast with previous research asserting that planned obsolescence is the antithesis of luxury (Hoffman and Coste-Maniere, 2012; Kapferer and Bastien, 2012), unconventional luxury brand collaborations demonstrate that short-lived initiatives are possible.…”

Section: Discussioncontrasting

confidence: 92%

“…Luxury brands use collaborations to project a sense of uniqueness by promising that each collection is rare because it will not be repeated. This notion challenges Hoffman and Coste-Maniere (2012), who assert that luxury products should be timeless and instead supports Bardhi et al . (2020), who conceptualize luxury as “liquid,” or in a continuous state of flow.…”

Section: Discussionmentioning

confidence: 69%

“…Timelessness refers to the permanence of luxury over time, resisting the whims of fashion fads and the passage of time. “The perfect luxury product should in fact be timelessness, a concept that is antithetic to that of obsolescence called on by price reduction” (Hoffman and Coste-Maniere, 2012, p. 94). Whereas fashion is associated with changing trends, luxury has been considered timeless, because durable materials, fine artisanship and classic design signal wealth permanence.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

“…More recently, luxury has been conceptualized as a business strategy (Hoffman and Coste-Maniere, 2012), in which luxury managers create a sense of exclusivity by embeddding meanings of singularity and uniqueness into commercial offerings. For example, by emphasizing heritage, provenience and aesthetics, luxury brands sell cosmetics and personal care products as luxury items even if these product categories are not intrinsically luxurious.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

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Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China

Ruiz

Cruz

2023

IMR

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PurposeThis study conceptualizes a form of luxury consumption in which luxury brands collaborate with unconventional non-luxury partners. These unconventional luxury brand collaborations are growing in popularity among Chinese luxury consumers of the post-1990s generation. Luxury brands are exploring new branding strategies due to the growing commercial importance of Chinese luxury consumers. Design/methodology/approachAn in-depth qualitative study informs this paper. Interviews with young adult luxury consumers self-identifying as Chinese reveal a growing interest for luxury brands that collaborate with odd partners in social media and online culture.FindingsUnconventional collaborations between luxury brands and non-luxury partners catalyze shifting meanings of luxury through the following juxtapositions: ephemeral instead of timeless, trendy rather than inaccessible, and playful in contrast with traditional. First, young Chinese consumers construct luxury meanings through ephemerality, like digital possessions, social media fame and fleeting experiences. Second, luxury meanings emerge in trendiness among social media influencers and online culture rather than in the seemingly inaccessible taste regimes of the upper class. Third, younger consumers appreciate fun, rebellious and over-the-top aesthetics in luxury brands.Originality/valueThe study contributes to the nascent field of unconventional luxury by conceptualizing how unusual, odd and unexpected collaborations constitute new forms of luxury consumption. The shifting meanings of luxury consumption that this study conceptualizes raise new opportunities and challenges for luxury brands. One of such is the release of limited collections with non-luxury partners seemingly at the opposite spectrum of design, image and values. Moreover, the study adds nuance to the understanding of luxury consumption among young Chinese consumers.

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Section: Discussioncontrasting

confidence: 92%

Section: Discussionmentioning

confidence: 69%

Section: Conceptual Frameworkmentioning

confidence: 99%

Section: Conceptual Frameworkmentioning

confidence: 99%

See 2 more Smart Citations

Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China

Ruiz

Cruz

2023

IMR

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“…Alongside these five main groups there are several independent and influential family-controlled companies such as Patek Philippe, Audemars Piguet, Chopard, Breitling and Carl F. Bucherer. (Hoffmann and Coste-Manière, 2012;Hoffmann and Lecamp, 2015). The field's internal governance unit is the Federation of the Swiss Watch Industry (FH).…”

Section: The Swiss Watchmaking Fieldmentioning

confidence: 99%

Right on time - Socioecological strategy and implications of turbulence in the Swiss watchmaking field

Hoffmann

Ramírez

Lecamp

2018

Technological Forecasting and Social Change

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We explore how the socio-ecological approach to strategy extends and enriches current theory on fields (especially Fligstein and McAdam, 2012). We do so with a socio-ecological (Ramirez and Selsky, 2016) lens which helps us analyse how contention and change work in conditions of turbulence, conditions where macro-level issues play a central role in transforming a field. Our empirical exploration of the Swiss watchmaking field in its current turbulent causal texture enables us to examine the locus of strategic action (intra-field vs inter-field) by both incumbents and challengers, and how they enact the strategic stances of preparation, relocating and reinventing collaboration. With this lens we also analyse the roles a legacy technology can play in the framing-reframing contention, where incumbents favour an 'intra-field' framing (i.e. centred in the legacy technology) whereas challengers favour an 'inter-field' reframing (i.e. open to emerging technologies). Our research further contributes to the literature by providing a clarification of the Ramirez and Selsky (2016) strategic stances in relation to its core unit of analysis: field-level vs organizational-level vs inter-organizational network level and does so with empirical data.

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Introduction

Cited by 2 publications

References 0 publications

Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China

Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China

Right on time - Socioecological strategy and implications of turbulence in the Swiss watchmaking field

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