| Publication type: | Conference paper |
| Type of review: | Peer review (abstract) |
| Title: | Economies of small : niche strategies and success factors of independent luxury brands in a global market dominated by big business |
| Authors: | Duma, Fabio Popcsev, Mark Seelhofer, Daniel |
| DOI: | 10.15444/GFMC2017.04.08.01 |
| Proceedings: | Global Fashion Management Conference |
| Page(s): | 343 |
| Pages to: | 350 |
| Conference details: | 2017 Global Fashion Management Conference, Vienna, 6-9 July 2017 |
| Issue Date: | 2017 |
| Publisher / Ed. Institution: | Global Alliance of Marketing & Management Associations |
| ISSN: | 2288-825X |
| Language: | English |
| Subjects: | Independent luxury brand; Luxury management; Luxury strategy; Success factor |
| Subject (DDC): | 338: Production 658.8: Marketing management |
| Abstract: | Over the last decades, the global luxury business has become dominated by large conglomerates. Backed by the financial power of their parent companies, formerly small and often family-owned brands have expanded their presence around the globe. They have established themselves in some of the most expensive shopping districts, acquired illustrious testimonials, and sponsored prestigious events. Almost overwhelmed by the omnipresence of luxury, consumers are said to have begun looking for the “genuine” and “unique,” favoring smaller, less homogenized and more intimate luxury brands not necessarily known to the larger public. This study thus looks beyond the well-known players in the luxury market and explores the differentiating strategies used by independent niche luxury companies. It aims to identify factors contributing to their success in a global market otherwise dominated by ever-growing luxury giants. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/12917 |
| Fulltext version: | Published version |
| License (according to publishing contract): | Licence according to publishing contract |
| Departement: | School of Management and Law |
| Organisational Unit: | International Management Institute (IMI) |
| Appears in collections: | Publikationen School of Management and Law |
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Duma, F., Popcsev, M., & Seelhofer, D. (2017). Economies of small : niche strategies and success factors of independent luxury brands in a global market dominated by big business [Conference paper]. Global Fashion Management Conference, 343–350. https://doi.org/10.15444/GFMC2017.04.08.01
Duma, F., Popcsev, M. and Seelhofer, D. (2017) ‘Economies of small : niche strategies and success factors of independent luxury brands in a global market dominated by big business’, in Global Fashion Management Conference. Global Alliance of Marketing & Management Associations, pp. 343–350. Available at: https://doi.org/10.15444/GFMC2017.04.08.01.
F. Duma, M. Popcsev, and D. Seelhofer, “Economies of small : niche strategies and success factors of independent luxury brands in a global market dominated by big business,” in Global Fashion Management Conference, 2017, pp. 343–350. doi: 10.15444/GFMC2017.04.08.01.
DUMA, Fabio, Mark POPCSEV und Daniel SEELHOFER, 2017. Economies of small : niche strategies and success factors of independent luxury brands in a global market dominated by big business. In: Global Fashion Management Conference. Conference paper. Global Alliance of Marketing & Management Associations. 2017. S. 343–350
Duma, Fabio, Mark Popcsev, and Daniel Seelhofer. 2017. “Economies of Small : Niche Strategies and Success Factors of Independent Luxury Brands in a Global Market Dominated by Big Business.” Conference paper. In Global Fashion Management Conference, 343–50. Global Alliance of Marketing & Management Associations. https://doi.org/10.15444/GFMC2017.04.08.01.
Duma, Fabio, et al. “Economies of Small : Niche Strategies and Success Factors of Independent Luxury Brands in a Global Market Dominated by Big Business.” Global Fashion Management Conference, Global Alliance of Marketing & Management Associations, 2017, pp. 343–50, https://doi.org/10.15444/GFMC2017.04.08.01.
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