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Advances in digital technologies coupled with the shift toward sustainable consumption present promising opportunities for luxury fashion brands to engage younger consumers. To this end, this paper aims to provide a forward-looking approach to creating luxury experiences targeted toward young consumers by proposing a new experience consumption framework.

This paper presents a viewpoint on creating luxury experiences that address the changing dynamics of the luxury industry by responding to the disruptive surge of young consumers and their growing preference for digital connections.

The authors develop a new experience consumption framework which demonstrates how luxury brands can successfully engage young consumers and fulfill their desire to share experiences with others by leveraging sustainable participation and digital technologies. The framework identifies different sustainable and digitally immersive experiences that luxury brands can incorporate for their young consumers.

This paper offers important managerial insights for luxury fashion brand marketers and identifies future research opportunities to advance knowledge in this field.

Luxury tourism is the behaviour of a minority of travellers. Our objective is to assess how Celebrities perceive and experience tourism luxuries. Furthermore, their inner concept of luxury tourism is analysed by comparison with their everyday perception of luxury, and, finally, to understand to what extent luxury relates to outrageous spending. We interviewed 36 Portuguese Celebrities and a group comprising ordinary individuals in order to account for heterogeneity control. A mixed approach of quantitative and qualitative methods was applied in the interpretation of the interviews. The findings reveal diverse perceptions of luxury tourism by the different groups.

This concluding paper offers an overview of the academic and practitioner approaches to the issue of well-being in the luxury yachting sector of tourism, highlighting the significance of the theme issue. The paper proposes a Model of Luxury Yachting Research illustrating the relationship between the areas directly affecting well-being and suggests that the Model can serve as a road map for further research in the field.

This paper argues that luxury yachting could be considered as a form of tourism which contributes to the well-being of a wide range of stakeholders relevant to the sector, and not only to those who experience their holidays on board luxury yachts. It builds on the range of contributions in this theme issue, using a synthesis of the knowledge generated from this publication.

The paper argues that luxury yachting as a specific and unique sector of tourism, which presents itself as a meta economic sector, is representative of the evolution of global finance and the global economy. Additionally, luxury yachting can act as a transformative societal force which positively encompasses and impacts its relevant stakeholders and sectors. The synthesises of the articles presented in this issue identifies four main areas of further academic enquiry in the field.

The value of this paper is that it presents luxury yachting as a prism which enables the investigation of the issue of well-being in the context of luxury tourism. This theme issue has addressed the well-being aspect of the luxury yachting tourism and, by doing so, has emphasised the significance of luxury yachting as a field of research which is ripe for extensive academic investigation. The outcomes of the issue have informed the Model of Luxury Yachting Research, a road map which is offered as a guide for further research in the field of luxury tourism.

Luxury consumption has evolved, and two important reasons behind the change include globalization and the COVID-19 crisis. These factors have led to the rise of new luxury consumption, which is different from traditional luxury consumption. This study examines how consumers’ identities shape their intentions to consume traditional luxury and new luxury brands.

The theoretical underpinnings of the schema congruity theory and heuristic systematic framework were applied to understand the role of identities in determining consumers’ regulatory focus, price luxuriousness inference and preference for traditional and new luxury brands.

Findings suggest that the global identity of consumers shapes their promotion focus and price luxuriousness inferences. However, their local identities induce a prevention goal. Consumers with such a goal are unlikely to make price luxuriousness inferences. Further, these inferences lead to the choice of traditional luxury over new luxury brands. The results also establish the moderating effects of consumer flexibility.

The extant literature is inconclusive on the role of globalization in luxury consumption and ignores new luxury brands. The current study shows the impact of identities and regulatory focus on traditional and new luxury consumption. The findings also indicate consumers’ regulatory focus and price luxuriousness inference as the reasons behind the influence. The paper also implies that consumers open to renting, sharing or buying second-hand goods will prefer new luxury over traditional luxury brands.

Although extant literature exists on luxury consumption, limited studies have focused on motivation and values to consume luxury brands among athletes. The study aims to uncover the motivations that guide athletes’ decision-making processes to consume luxury brands.

The study utilized the theory of prestige consumption to develop a model. The model posits that bandwagon, snob and veblen motivations guide athletes to seek social and conspicuous values in their consumption of luxury brands. A survey-based questionnaire approach was used to collect data from 343 athletes from Turkey by considering brands from different product categories.

Findings indicated that bandwagon and veblen motivations are associated with social and conspicuous values. The findings also suggested that bandwagon, snob and veblen motivation are positively associated with luxury consumption intentions. Also, the social and conspicuous values of athletes determine their intentions to consume luxury. The mediating effects of social and conspicuous values are also confirmed.

The study's findings are first to empirically examine the influence of motivations on social and conspicuous value among athletes. The results show that the luxury consumption motivations of the athletes have a strong role in their intention to purchase luxury products. The findings also offer novel managerial implications.

This paper aims to bridge the extended reality framework and the luxury hospitality literature by providing insights into how immersive technologies using artificial intelligence (AI) can shape luxury value and consumer differentiation.

The authors conducted three experimental studies comparing immersive AI versus traditional hospitality across luxury contexts (hotels, restaurants and spas). Study 1 investigates the effect of immersive AI (vs traditional hospitality) on customers’ behavioral intentions and the need for differentiation using virtual-assisted reality. Study 2 tests the underlying mechanism of the need for differentiation and luxury value in an augmented reality context. Study 3 provides additional support for the proposed underlying mechanism using virtual-assisted reality in luxury hospitality.

The findings reveal that immersive AI (vs traditional) luxury hospitality reduces customers’ behavioral intentions of using such services and perceived luxury value. Moreover, the findings indicate that the intention to use immersive AI (vs traditional) luxury hospitality services is contingent upon customers’ need for differentiation.

The findings have important theoretical and managerial implications for immersive technologies in luxury hospitality. They shed light on the dynamics between integrating immersive AI into luxury hospitality and its impact on customers’ differentiation motives and perceived luxury value. The findings reveal the detrimental effect of using immersive AI (vs traditional hospitality) within this context.

The purpose of this paper is to highlight critical sustainability challenges facing luxury fashion firms and to describe examples of best practice in responding to these challenges.

The research approach combines a detailed literature review with multiple-case examples. The paper adopts the triple bottom line framework for structuring the analysis and findings, which suggests reporting sustainability efforts in three categories of actions – social, environmental and economic.

Prior research suggests that luxury fashion marketing and principles of sustainability may represent contradictory philosophies. However, this paper of case examples suggests that this may no longer be the case. We identify six lessons in guiding future sustainability practices.

The findings have implications for managers operating in luxury fashion, but the findings are also pertinent to managers in other industries.

Prior research in luxury fashion has generally focused on the industry’s poor record in sustainability and how luxury and sustainability may be incompatible. In this paper, we conclude that most luxury fashion firms are aware of the need to integrate sustainability into their business models. By uncovering examples of best practice in sustainability, we demonstrate how luxury fashion firms have responded to these challenges with lessons for other industry sectors.

This study investigates Singaporean millennials’ attitudes toward luxury brands. The research focuses on the financial, functional, individual, and social dimensions of luxury value perception and whether ethnicity influences these dimensions.

The research measures luxury value perception among millennials of the three main ethnic groups in Singapore (Chinese, Indians, and Malays) via more than 200 questionnaires. Data were analyzed through Kruskal-Wallis non-parametric ANOVA and cluster analysis.

Luxury value perception does not vary across ethnicity, with the exception of the financial value dimension. Four market segments of young luxury consumers in Singapore are identified and profiled. These segments do not differ in terms of ethnicity.

Millennials are an evolving and moving population segment, and thus longitudinal analyses would be useful to develop a more comprehensive understanding of this segment.

Ethnicity does not affect luxury value perception. The results of the cluster analysis suggest that luxury companies should address the millennials as a global target sharing the same luxury value perception. At the same time, luxury companies can emphasize some different aspects (i.e., the financial dimension) of their value offer.

The research studies the most interesting market for luxury brands—millennials—in a fast-growing luxury market. It adds knowledge to the previous literature on luxury value perception. This research can guide managers to devise suitable marketing strategies addressing the millennials segment as a global market that has the same set of luxury values worldwide.

This research aims to investigate differences between cohorts and perceptions of luxury goods and services.

A survey asked participants to rate goods to determine their perceptions of luxury. Participants also provided information concerning elasticity and motivations for purchasing goods and services. A total of 347 participants in three age groups completed the questionnaire.

The study shows that there are significant differences between cohort groups in their perceptions of luxury goods and services, especially between the oldest and youngest cohorts. The elasticity measures showed that for all three cohorts, certain goods and services were inelastic and, therefore, were considered not to be luxury goods. The reasons why people buy goods they do not need varied between cohorts.

The results of the study may not be generalizable to other groups of consumers because it was a convenience sample.

The results of this study show that marketers need to tailor messages to individual cohort groups. Consumers' experiences at their “coming of age” do influence perceptions of luxury. There are different motivations for buying among the cohort groups. Identifying and leveraging these motivators in marketing communication will help to target these groups with appropriate messages. Marketers need to understand those motivations and develop communication campaigns that target those groups.

Little research has focused on the cohort perception of luxury. Although there is evidence to suggest there will be differences between age groups, this study seeks to investigate those differences to help marketers to tailor their messages more effectively.