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
Published in : Global Fashion Management Conference
Pages : 343
Pages to: 350
Conference details: 2017 Global Fashion Management Conference, Vienna, 6.-9. Juli 2017
Publisher / Ed. Institution : Global Alliance of Marketing & Management Associations
Issue Date: 2017
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (Abstract)
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.
Departement: School of Management and Law
Organisational Unit: International Management Institute (IMI)
Publication type: Conference Paper
DOI : 10.15444/GFMC2017.04.08.01
ISSN: 2288-825X
URI: https://digitalcollection.zhaw.ch/handle/11475/12917
Appears in Collections:Publikationen School of Management and Law

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