Abstract
Over the years, the notion of luxury has changed. In the classical luxury of the eighteenth and nineteenth centuries, the focus was on the product; during the 1920s this focus shifted to the product’s creator. In the 1970s, luxury became dominated by the media – images and luxury became the brand. Changing consumer behavior and competition in the luxury market explain the shifting notion of luxury.
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© 2012 Tinne Van Gorp
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Van Gorp, T. (2012). Branding Principles in the Luxury Industry. In: Hoffmann, J., Coste-Manière, I. (eds) Luxury Strategy in Action. Palgrave Macmillan, London. https://doi.org/10.1057/9780230361546_8
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DOI: https://doi.org/10.1057/9780230361546_8
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-34653-0
Online ISBN: 978-0-230-36154-6
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)