Fashion marketing of luxury brands: Recent research issues and contributions

Eunju Ko; Carol M. Megehee

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Fashion marketing of luxury brands: Recent research issues and contributions

机译：奢侈品牌的时尚营销：近期研究问题和贡献

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This introduction briefly summarizes each of the fifteen articles included in this special issue on fashion marketing of luxury brands and provides a rationale for the inclusion of each article. The articles are grouped by topic-luxury status/values, luxury consumer behavior, luxury brand management, and luxury brand counterfeiting-even though many of the articles include information relevant to at least one other topic. With authors representing thirteen different countries (and probably more if country of origin were to be considered), this issue on marketing of luxury brands is truly international in scope.

机译：本简介简要总结了本期奢侈品品牌时尚营销专刊中的15篇文章，并为包含每篇文章提供了依据。文章按主题-奢侈品的状态/价值，奢侈品的消费者行为，奢侈品的品牌管理和奢侈品的假冒进行了分组，尽管许多文章都包含与至少一个其他主题相关的信息。作者代表13个不同的国家（如果考虑原产国，则可能更多），有关奢侈品牌营销的问题在国际范围上确实是国际性的。

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来源
《Journal of Business Research》 |2012年第10期|p.1395-1398|共4页
作者
Eunju Ko; Carol M. Megehee;
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作者单位

Yonsei University, Department of Clothing and Textiles, College of Human Ecology, 262 Seongsanno, Seodaemun-gu, Samsung Hall 318, Seoul 120-749, Republic of Korea;

Coastal Carolina University, E. Craig Wall Sr. College of Business Administration, P. 0. Box 261954, Conway, SC 29528-6054, United States;

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正文语种 eng
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关键词
brand; brand management; consumer behavior; counterfeiting; fashion; luxury; status; value;

机译：牌;品牌管理;消费者行为;假冒产品时尚;豪华;状态;值;

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1. Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands [J] . Kong Hyun Min, Witmaier Alexander, Ko Eunju Journal of Business Research . 2021,第Jula期

机译：可持续性和社交媒体沟通：消费者如何应对奢侈品和非奢侈品时尚品牌的营销努力
2. 'You are too friendly!' The negative effects of social media marketing on value perceptions of luxury fashion brands [J] . Park Minjung, Im Hyunjoo, Kim Hye-Young Journal of Business Research . 2020,第Sepa期

机译：“你太友善了！”社会媒体营销对奢侈时尚品牌价值看法的负面影响
3. The implications of digital marketing on WeChat for luxury fashion brands in China [J] . Liu Sindy, Perry Patsy, Gadzinski Gregory Journal of Brand Management . 2019,第4期

机译：数字营销对我国奢侈时尚品牌微信的影响
4. Marketing Luxury Brands Across Asian Markets: An Investigation: of Consumer Luxury Value Perceptions in China, India, and Indonesia [C] . Paurav Shukla, Jaywant Singh, Madhumita Banerjee AMA Marketing Educators Conference . 2015

机译：跨亚洲市场的营销奢侈品牌：调查：中国，印度和印度尼西亚的消费者奢侈价值看法
5. Luxury Fashion Brands: How Brand Personality, Mediated by Perceived Brand Luxury, and Moderated by Brand Experience, Contributes to Brand Equity [D] . Jia, Han. 2017

机译：奢侈时尚品牌：如何繁体人格，被感知品牌奢侈品的人格，并受品牌体验的主持，有助于品牌股权
6. Psychological switching mechanism of consumers luxury and non-luxury brand attitude formation: the effect of store location prestige and self-congruity [O] . Ken Kumagai, Shinya Nagasawa 2019

机译：消费者奢侈品和非奢侈品品牌态度形成的心理转换机制：商店位置信誉和自我一致性的影响
7. La banalisation du luxe (Democratization of luxury) Abstract : La plupart des achats pratiqués sont effectués par des clients occasionnels, ce qui a conduit les entreprises à s’adapter par une nouvelle stratégie. En effet, suite à l’intensification de la concurrence et à la concentration du secteur qui engendrent une contrainte de rentabilité immédiate, mais aussi en raison des impératifs nouveaux du marché, les maisons de luxe se voient obligées d’élargir leur offre afin d’ajouter à une clientèle dite traditionnelle une clientèle plus vaste. Dès lors, le secteur du luxe est progressivement passé d’une logique d’offre où seul un nombre restreint de personnes était ciblé, à une politique d’offre où des professionnels du marketing étudient la demande du marché afin d’orienter la production des biens vers un marché de masse. La banalisation est une problématique capitale et décisive car les maisons de luxe doivent préserver leur image de marque tout en élargissant leur clientèle : elles s’efforcent de créer et de pérenniser leurs marques, sans jamais oublier qu’une marque ne peut pas s’associer à n’importe quel objet, sous peine de menacer l’ensemble de ses représentations. Par conséquent, chaque nouveau produit présente un risque pour la gamme toute entière, d’où le risque d’une erreur stratégique par le choix de la banalisation. Le danger est de voir la clientèle aisée se tourner vers d’autres grands noms pratiquant toujours cet esprit d’élitisme qui caractérise le « luxe ». The luxury market is no longer reserved for an elite as its evolution over the last fifteen years clearly indicates. Luxury goods companies have been forced to adapt and resort to new strategies to take into account the fact that most purchases are now made by occasional clients. The keen competition and the on-going concentration in that sector – with the resulting short term profitability constraints - together with the new market conditions, have forced luxury goods companies to broaden their offer so as to add new customers to their traditional base. As a consequence, the luxury market has progressively moved away from an offer-driven logic – targeting a small number of people – in favor of an offer-based policy with marketing professionals studying market demand so as to direct the production of goods towards mass production. The democratization of luxury constitutes a major challenge for those companies which must preserve their image while broadening their customer base: they now strive to create and perpetuate their brand image, without ever forgetting that a brand cannot be associated to just any object, as this might constitute a threat to all its brand representations. Thus every new product constitutes a real threat to the whole range and there is a risk of making a strategic mistake by appealing to the mass market; and there is also a clear danger of seeing affluent customers turn to other great names that still foster this ‘elite spirit’ that characterizes « luxury ». [O] . Eric Vernier, Pierre Ghewy 100

机译：奢侈品的平庸化（奢侈品民主化）摘要：大多数购买都是由休闲客户制作的，这导致公司采用新战略。事实上，随着竞争的加剧和行业的集中导致了盈利的直接制约，而且由于市场的新要求，奢侈品公司被迫扩大其报价以便为所谓的传统客户增加一个更大的客户群。从那时起，奢侈品行业逐渐从以供应为导向的方式转变为只有少数人被定为供应方政策，营销人员正在研究市场需求以指导产品生产。货物进入大众市场。平庸化是一个至关重要且决定性的问题，因为豪宅必须保持其品牌形象，同时扩大其客户群：他们努力创造和延续其品牌，永远不要忘记一个品牌无法联想到在任何威胁他所有陈述的痛苦之下。因此，每个新产品都会带来整个色域的风险，因此通过选择平凡化就会产生战略错误的风险。危险的是看到富有的顾客转向其他仍在实践“豪华”特征的精英主义精神。奢侈品市场不会超过过去15年。奢侈品公司被迫采用新策略来充分利用其客户。由于市场领先的条件，激烈的竞争和该行业的持续集中迫使他们扩大了市场基础。因此，奢侈品市场已经从针对少数人的以报价驱动的逻辑向前发展 - 转而采用基于报价的政策与营销专业人士。对于那些必须在扩大客户群的同时保持形象的公司来说，奢侈品的民主化是一项重大挑战。对其所有品牌代表构成威胁。因此，每一种新产品都会对市场构成威胁，并且有可能通过吸引大众市场来制造战略错误;看到人们涌向那种“奢侈”的精神精神，也存在明显的危险。

Fashion marketing of luxury brands: Recent research issues and contributions

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