Abstract
Few articles on luxury appeared in Journal of Brand Management before 2000. Since then, the flow has been nearly constant, even as the number of conferences dedicated to luxury topics multiplies, and business schools increasingly offer courses and curricula focused on luxury management. Why does this sector, which originally aimed at a small minority of extraordinary consumers, attract such widespread attention today? The answer is in the subtle, rarely mentioned shift in the luxury concept, from worshipped ateliers to a true industry. The sector itself has changed; since 1995, it has based its impressive and steady growth and profitability on mass sales, thereby abandoning rarity as a source of value, as the current chapter details.
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Notes
- 1.
This insightful wording comes from Professor Carlo Alberto Carnavale, Bocconi Business School (Milano, Italy).
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Kapferer, JN. (2017). The End of Luxury as We Knew It?. In: Kapferer, JN., Kernstock, J., Brexendorf, T., Powell, S. (eds) Advances in Luxury Brand Management. Journal of Brand Management: Advanced Collections. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-51127-6_2
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DOI: https://doi.org/10.1007/978-3-319-51127-6_2
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