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Decoding fashion advertising symbolism in masstige and luxury brands

Jae-Eun Kim (Department of Marketing, University of Auckland, Auckland, New Zealand)
Stephen Lloyd (Independent Research, Auckland, New Zealand)
Keji Adebeshin (Elizabeth Arden, Auckland, New Zealand)
Ju-Young M. Kang (Department of Family and Consumer Sciences, University of Hawaii at Manoa, Honolulu, Hawaii, USA)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 27 November 2018

Issue publication date: 18 June 2019




The purpose of this paper is to advance the theory and practice of luxury and masstige brand advertising effectiveness by decoding symbolism imbedded in fashion advertising.


This research employs a semiotic analysis of masstige brand advertising to discover those messages and themes that emerge and that communicate masstige values.


The research identifies identitary values that are exclusive to masstige brands, and those they share with luxury brands.

Research limitations/implications

The purpose of this research is not to make generalizations; rather, its purpose is to offer insights into those themes that define luxury and masstige brand identitary values.

Practical implications

The research provides insights into the key identifiers, which may inspire further research and provide marketing insights for the operation management in luxury fashion.


The research contributes to luxury and masstige retail brand research by identifying the symbolic meaning of luxury advertising.



Kim, J.-E., Lloyd, S., Adebeshin, K. and Kang, J.-Y.M. (2019), "Decoding fashion advertising symbolism in masstige and luxury brands", Journal of Fashion Marketing and Management, Vol. 23 No. 2, pp. 277-295.



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