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THE IDENTITY OF INDEPENDENT NICHE LUXURY BRANDS: DIFFERENTIATING CHARACTERISTICS AND THE ROLE OF AUTHENTICITY

Fabio Duma, Mark Popcsev
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/325876
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Global Fashion Management Conference
2017 Global Fashion Management Conference at Vienna (2017.07)
pp.245-252
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

A growing number of authors state that in recent years the notion of luxury has become all too common. Many say that authenticity is the real rare good in today’s luxury marketplace. Overwhelmed by the omnipresence of luxury and its homogenization, consumers are said to start looking for the genuine and unique, favoring smaller, more intimate and independent luxury brands. This study looks beyond well-known global players in the luxury marketplace, exploring the identities of independent niche luxury companies, their differentiating characteristics and in particular the role of authenticity. Keywords: corporate identity; corporate image; authenticity; luxury brand management; niche luxury brands; independent luxury brands

Keyword
Author
  • Fabio Duma(Zurich University of Applied Sciences, Switzerland)
  • Mark Popcsev(Zurich University of Applied Sciences, Switzerland)