How affluent face luxury choices: User and usage score over “personality”

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

You are the son or daughter of a well‐heeled family and studying at an exclusive and expensive university. Your affluence is such that your watch and sunglasses are more likely to be branded with the Calvin Klein or Chanel name than with that of a cheaper, downmarket product. But why do people choose such brands – apart from the fact they can afford them – at a time when brands are becoming less and less different in terms of product attributes? How can marketers of luxury goods develop or enhance brand images via non‐product attributes? It's a challenge which is becoming increasingly important for marketing any brand, luxury or not.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2013), "How affluent face luxury choices: User and usage score over “personality”", Strategic Direction, Vol. 29 No. 1, pp. 6-8. https://doi.org/10.1108/02580541311285348