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Luxury Product Design and Brand Differentiation of Emerging Luxury Brands

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Luxury Product Design and Brand Differentiation of Emerging Luxury Brands: a Conceptual Framework Based on Perceived Value



Zhiqing JIANG and Shin'ya NAGASAWA


The boom of international luxury consumption and the change on the
function of fashion have been also impacting significantly on the traditional
luxury industry. The luxury market may be seen as becoming a relative mass
market and more complex than ever before. Except for those famous and
historical ones, many new entrants became leading luxury brands. The
purpose of this paper is to propose a conceptual framework of luxury product
design and brand differentiation of emerging luxury brand on perceived
value. In order to further develop and understand the nexus between luxury
goods and brand differentiation of emerging luxury brand, this paper (1)
defines luxury and emerging luxury brand, (2) reviews the theoretical basis of
luxury goods, brand differentiation, perceived value of luxury goods and
consumption, (3) frameworks the nexus between luxury product, brand
differentiation and consumption, and (4) conducts an exploratory case study
on Korloff, a niche and independent French-based emerging luxury brand, to
modify the conceptual framework. This paper will be qualitatively and
descriptive. An emerging luxury brand is defined as a brand providing luxury
goods in or above intermediate level of luxury goods products hierarchy and
was also established in or after 1970s.


PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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