Luxury from Unexpected Needles: The Rise of Niche Knitwear Brands from Unconventional Markets

Roxana Voicu-Dorobanţu (), Valentin Cojanu and Ana Barbara Bobircă
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Roxana Voicu-Dorobanţu: Bucharest University of Economic Studies (ASE)
Ana Barbara Bobircă: Bucharest University of Economic Studies (ASE)

Chapter Chapter 10 in The Evolution of Luxury Brands, Volume II, 2025, pp 273-300 from Palgrave Macmillan

Abstract: Abstract The chapter uses a Romanian luxury knitwear brand as a pretext to explore the emergence of brands in non-traditional markets and their approach to gaining competitive advantages. The mixed-method approach consists of: (a) a presentation of the case of Amiamalia to underline the challenges, including in value chain management, of an emerging brand in the global market of luxury knitwear, (b) a non-representative consumer survey to investigate cross-market behaviour in the selected market niche, and (c) a comparison of Amiamalia’s strategies with other luxury knitwear brands in countries with a rich heritage of craftsmanship (Peru, Mongolia, and Nepal). This study, embedded in the theory of competitive advantage, contributes to understanding how niche luxury brands of non-traditional origin can thrive globally while supporting local communities.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:pal:pscchp:978-3-031-96680-4_10

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DOI: 10.1007/978-3-031-96680-4_10

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