Introduction

Jonas Hoffmann and Ivan Coste-Manière

A chapter in Luxury Strategy in Action, 2012, pp 1-4 from Palgrave Macmillan

Abstract: Abstract What exactly do we mean by ‘luxury’? Most of us are able to recognize a luxury product, but we are unable to define the specific characteristics that contribute to the concept of luxury. This is because our perception of luxury is individual; it depends on our individual real-life experiences. We each value a different aspect of what we call luxury. It may be to do with rarity, class, quality or comfort. Luxury could be something tailor-made, something special to do, or to own, a privilege, or simply the time to do what we want with our money.

Keywords: Brand Equity; Brand Extension; Luxury Brand; Sustainability Leadership; Fashion Brand (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-36154-6_1

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DOI: 10.1057/9780230361546_1

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