What is a brand?

From Traditional to Post-modern Value of Luxury

“…In many studies which try to define the features of luxury goods their rarity, artistry, polysensuality, excellent quality, uniqueness and high price are emphasized (Cristini et al 2017 ; Kapferer and Bastien 2009 ; O’Cass and Frost 2002 ; Dubois et al 2001 ; Vigneron and Johnson 1999 ). Luxury is unnecessary but desirable and its purchase, usage and experiencing it brings pleasure, self-confidence and highlights high social status (Chevalier and Mazzalovo 2008 ; Tsai 2005 ; Wong and Zaichkowsky 1999 ; Dubois and Paternault 1997 ; Berry 1994 ).…”

“…Like value luxury is primarily a relative, individual category, depending on the situational and social context (see e.g. Holbrook 1996 , 2006 ; Dubois and Paternault 1997 ; Dubois et al 2001 ; Chevalier and Mazzalovo 2008 ). The coincidence is due to the fact that the term luxury itself contains a valuation component.…”

“…Describing luxury goods as unnecessary and their consumption as conspicuous leads to a moral condemnation of such behaviour (Achabou and Dekhili 2013 ; Kapferer and Michaut-Denizeau 2013 ; Janssen et al 2013 ; Chevalier and Mazzalovo 2008 ; Atwal and Williams 2009 ; Kapferer and Bastien 2009 ). Looking at wealth is not compatible with an attitude that seeks to balance the conditions in which people live in the world, especially if we consider building 5-star hotels in countries with a high poverty rate or promoting luxury in these places.…”

Luxury Supply Side

“…Premium goods typically offer higher quality and functional characteristics than mass products but are priced higher, whereas luxury goods offer a surplus of value over premium products reflected in their (Mason 1993 ; Chevalier and Mazzalovo 2008 ; Kapferer and Bastien 2009 ; Dion and Arnould 2011 ): aura of uniqueness, reflected by its artistry, novelty etc. ; aura of timelessness, guaranteed by the artistry of the project and the uniqueness of workmanship, combined with respect for the traditional way of production and the place from which the brand originates, the preservation of craftsmanship with often manual production methods; maintenance of traditional manufacturing sites, taking into account the history of the company’s establishment in a given location, aura of rarity, which is a consequence of the manufacturing methods and the quality of the materials used, the aura of magic, built around all the above features, in combination with the charisma of the designers, the beauty and location of the places of sale and social desirability, legitimizing all these attributes, the promise of fulfilling dreams that go far beyond expectations concerning the use of a product (they are to bring joy, raise social status, improve well-being, etc.).…”

The Rise of Fashion Informatics: A Case of Data-Mining-Based Social Network Analysis in Fashion

“…Fashion Week is a prominent and exclusive fashion event that sets new trends and gives the world a peek at the latest in high-end couture (Bravo, 2016). The Haute Couture show is an exclusive event and only held during Paris Fashion Week (Chevalier & Mazzalovo, 2008). Fashion-related companies host a variety of social media activities before, during, and after Fashion Week to increase customer engagement.…”