New luxury brand positioning and the emergence of Masstige brands

Truong, Yann; McColl, Rod; Kitchen, Philip J.

doi:10.1057/bm.2009.1

Cited by 267 publications

(243 citation statements)

References 14 publications

(16 reference statements)

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“…This also witnessed a shift in resources towards a ruling elite and an increase in luxury consumption aimed at this elite (Hoffmann & Coste-Marnière, 2012), but also involving an increase in middle-class expenditure (Yeoman & McMahon-Beattie, 2006). The emergence of the so-called "masstige" luxury strategy now looks to target middle-market consumers with reasonable and affordable prices to increase sales across the world (Truong et al, 2009). With economic growth and social democracy growing, particularly within the middle markets of social classes, it is believed that luxury is now available for all and not only the social elite (Kapferer & Bastien, 2012).…”

Section: The Elusive Definition Of Luxurymentioning

confidence: 99%

Price, exclusivity and luxury: Exploring London’s luxury hotels

Heyes

Lashley

2017

Research in Hospitality Management

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Section: The Elusive Definition Of Luxurymentioning

confidence: 99%

Price, exclusivity and luxury: Exploring London’s luxury hotels

Heyes

Lashley

2017

Research in Hospitality Management

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“…Focussing on a downgrading strategy in the luxury sector, in order to gain additional market shares, brand managers might want to attract more price-sensitive customers through lower-end products (Magnoni and Roux, 2008). Thus, referring to the increasing demand for luxury brands, traditional luxury brands and designers such as Tag Heuer and Armani extended their brands with a focus on lifestyle products in order to target different consumers (Truong et al, 2009). Nevertheless, in the luxury market a downgrading strategy might lead to a dilution or damage of the brand's image, especially in view of the brand's exclusivity (Dubois and Paternault, 1995;Kim and Lavack, 1996;Ahluwalia and Gü rhan-Canli, 2000).…”

Section: Brand Extensionmentioning

confidence: 99%

Brand extensions

Hennigs

Wiedmann

Behrens

et al. 2013

Journal of Fashion Marketing and Management: An International Journal

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. Purpose -Although the investigation of brand extension strategies has gained importance, existing research focusses primarily on consumer attitudes to brand extensions, and to date, little research has been made on the luxury market. Moreover, studies on the impact of brand extensions have been limited to explicit measurement methods. Therefore, the aim of this study is to provide new insights by focussing on the change of consumers' brand perception related to downgrading and upgrading brand extensions strategies in the luxury market based on an implicit association test (IAT). Design/methodology/approach -In this exploratory study context of examining the spontaneous reaction time with reference to the luxury concept by confronting respondents with adequate verbal brand extension stimuli, a ST-IAT was considered for the empirical tests of these hypotheses. Findings -The study results give evidence that consumers' perception of an upgrading or downgrading strategy of a brand varies in accordance to these hypotheses. Hence, the reaction time of the H&M subjects decreased after having read the upgrading stimulus whereby, in the case of Karl Lagerfeld, the ST-IAT reaction times showed that the downgrading information resulted in a weaker association of Karl Lagerfeld with luxury. Originality/value -The use of implicit measurement methods is becoming increasingly important for assessing consumer reaction to the new product line. Particularly, when luxury brands apply a downgrading strategy, the risks of possible damages to the core brand are much higher than in the case of an upgrade of a basic brand to the luxury or premium segment.

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“…In this context, luxury goods are an expression of one's own status [10][11][12][13] and brands are used to construct one's identity [14,15]. In line with these assumptions, the aim of this chapter is twofold: to identify the main critical success factors underpinning competitive advantage in the luxury fashion markets, and then to analyze these factors in a case study.…”

Section: Introductionmentioning

confidence: 99%

Critical Success Factors in Strategic Brand Management in Luxury Fashion Markets: The Case of Isaia

Risitano¹,

Sorrentino²,

Quintano³

2017

Advancing Insights on Brand Management

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This chapter examines the critical role of branding in sustaining the competitive advantage of irms in the luxury fashion markets. This can include brand communication, the lagship store, channel relationships, the customization and the event marketing. The chapter sets out an analytical framework that can be used to identify the main critical success factors in the fashion luxury market. Adopting the case study method, we validate this framework by studying a pilot irm, Isaia, which is a traditional Italian irm operating in the fashion luxury industry (clothing for men). Isaia is an interesting case study of the branding strategies of a niche fashion irm in the face of global competition. Through the original framework, we have identiied the company's main critical success factors that-in the exploratory stage of our research-support the work purposes. In particular, the main indings from the case study demonstrate that Isaia's competitive advantage is found on customized products (luxury traditions), events (dinner parties, in-store entertainment, etc.) and retail strategy (lagship showrooms in Milan and Moscow).

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New luxury brand positioning and the emergence of Masstige brands

Cited by 267 publications

References 14 publications

Price, exclusivity and luxury: Exploring London’s luxury hotels

Price, exclusivity and luxury: Exploring London’s luxury hotels

Brand extensions

Critical Success Factors in Strategic Brand Management in Luxury Fashion Markets: The Case of Isaia

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