Luxury has been one of the economic success stories of the past
thirty years. Not only that individual brands expanded to tenfold of
their original size, but also that the market* itself grew within
the past few decades to multiples of its original size is a sign of
exceptional consumer reception but also that the luxury market has
entered dimensions that, effectively, are uncharted waters to the
In times of significant economic development (including, of course, several significant setbacks and corrections), this may be brushed of as yet another story conforming to many other industries in a general scheme of progressive economic performance, were there not some significant aspects inherent to luxury consumption that give rise to questions about the inner workings of performance, growth and expansion in its field, e.g. the paradox of retaining exclusiveness during expansion. The specific characteristics of luxury consumption and the brand as the centerpiece in this interaction lead to the following questions:
a) What are the prevailing variables and mechanics in expansion of a luxury brand?
b) How do managers of luxury brands deal with the trade-off between expansion and exclusiveness?
c) What are the success factors for expansion of luxury brands?
d) What is the influence of the growth of the whole luxury market on the individual brand?
In attempting and solving these and related questions, this Ph.D. thesis aims to add to the understanding of sustainable brand value generation in the field of luxury consumption which may be also beneficial to other fields of consumptive patterns with highly symbolic utility.
Status of this description: working projection (subject to change)
* depending on definition, but the direction is established well beyond a trend and with all analysis present above average industry growth
luxury consumption, luxury brand, growth, expansion, strategic brand management, brand value, sustainability of brand value
|type||applied research project|
|start of project||2010|
|end of project||2013|
Concurrently, the Research Program Luxury Brand Development is being
founded to support research and transfer between academia and the
luxury consumption, luxury brand, growth, expansion, strategic brand
management, brand value, sustainability of brand value
The pilot study will contain qualitative as well as quantitative
parts, subsequent research work will be founded in quantitative
methods of consumer and management research.