The Evolution of the Luxury Market: Stairway to Heaven?

Ivan Coste-Manière, Katrina Panchout and Jacques Molas

Chapter 1 in Luxury Strategy in Action, 2012, pp 5-21 from Palgrave Macmillan

Abstract: Abstract Luxury is the art of fools, said Henri Duvernois. In the space of 20 years, the luxury market has changed, almost beyond recognition. The narrow range of customer-targeted and the exclusive-distribution channels have been replaced by a stretching of the brand to appeal to and be affordable by a wider range of consumers.

Keywords: Luxury Good; Brand Extension; Luxury Consumption; Luxury Brand; Industrial Logic (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_2

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DOI: 10.1057/9780230361546_2

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