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Given the unclear lines between traditional and newly emerged luxury, this research aims to explore which luxury consumption values are important to young consumers (aged 18–44) in the USA and how such new luxury consumption is driven by their personal values. This research thus has two aims. The first is to define new luxury by examining the consumption values that distinguish it from traditional luxury. The second is to examine the personal values that drive these new luxury consumption values, which affect consumers’ intentions to engage with a new luxury brand.

Two studies were conducted. In Study 1, a conceptual framework was developed to define new luxury from the consumption value perspective, based on a comprehensive review of the traditional luxury and emerging or new luxury literature. In Study 2, the framework was further extended to include the driving sources (personal values) and the consequences (intentions to engage with a new luxury brand), which were subsequently examined with empirical model testing. The data were collected via an online survey with consumers recruited through Amazon Mechanical Turk (n = 318) and examined with exploratory factor analyses and path analyses.

The results suggest five major new luxury consumption values that help empirically define new luxury, revealing a trend shift in luxury consumption: inconspicuous consumption, self-directed pleasure, intrinsic experiential value, personal fulfillment and sustainability. Among these five values, three (intrinsic experiential value, personal fulfillment and sustainability) were the most significant factors in directly affecting customer intention to engage with a new luxury brand. The results also found five notable personal values driving new luxury consumption: achievement, benevolence, self-direction, self-esteem and ecocentrism.

While new luxury concepts have been explored conceptually and qualitatively in previous studies, there is a lack of empirical research that clearly defines what new luxury is and that offers testable constructs. This study’s empirical framework for new luxury expands the line of investigation into new luxury consumers, brands and products.

There is a significant growth in the consumption of new luxury fashion brands in developing price-sensitive markets like India. Not only does this growth demonstrate how the “new” luxury brands have become a success, but is also illustrative of the perception and practice of style and status among the middle classes. The purpose of this paper is to argue that the consumer’s attitude for buying a branded product entails the need for uniqueness and self-monitoring. It also contends that gender and age moderate the consumer’s attitude.

This study employed a self-monitored survey to collect the data from the customers of new luxury fashion retail brand stores in Chennai, India for empirical validation of the model. Data collected from 394 new luxury brands shoppers were analysed using partial least squares structural equation modelling.

The need for uniqueness and self-monitoring had significant positive influences on social-adjustive attitude and value-expressive attitude. However, the relationship between self-monitoring and value-expressive attitude was weak when compared to other relationships. Significant differences were seen in the strengths of the relationships between gender and age.

New luxury is significantly different from traditional luxury. Analyses regarding age group, gender and attitude can provide unique understanding related to new luxury trends, especially in a price sensitive and emerging market like India. This would help managers in segmenting the market based on consumer demographics, and devise strategies based on their characteristics to influence their attitudes and other behavioural patterns.

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.

This study aims to comprehend luxury brands' corporate social responsibility (CSR) strategies. In addition to facing a demand for new CSR strategies (consumer-centric CSR), changes in CSR discourse among luxury brands are observed. This study examines how CSR-related and luxury-related agendas relate in the news media, especially concerning the difference between traditional and new luxury brands.

A total of 117,171 fashion-related news articles were collected from January 2016 to December 2020. The word2vec method was used to determine the relationship between CSR and luxury agendas.

The results indicate that company-centric CSR is more prominent with traditional luxury brands, while consumer-centric CSR is more relevant for new luxury brands. In addition, specific CSR attributes and luxury-related attributes are associated with media discourse, which means that CSR and luxury are compatible.

Studies on CSR in the luxury industry are not extensive in the literature. This study addresses this gap through a unique framework that combines agenda-setting theory and existing CSR literature and applies them to the luxury industry. Specifically, this study captures the development of each construct (company-centric CSR to consumer-centric CSR and traditional luxury to new luxury) and identifies the specific relationships between them. This result provides a novel view of the luxury industry indicating that it has evolved to encompass CSR-related values. The empirical results also offer practical implications for luxury marketing.

The purpose of this paper is to investigate whether consumers in pre-owned durable goods markets (such as pre-owned automobiles) purchase products with higher premium/luxury positioning in a vertical line-up compared to consumers in new durable goods markets. The moderating role of brand loyalty on choice is also investigated.

The hypotheses are tested using a data set that includes the sales of new and pre-owned vehicles from an independently owned automotive dealer in the Northwestern USA during the first nine months of 2017 (N = 200). An ordered logit regression is used to estimate the relationship between consumers’ purchase of pre-owned vs new vehicles and the premium-level of the model that they choose, while controlling for the vehicle price. Two experimental robustness tests are conducted to provide empirical evidence of the proposed theoretical process.

Consumers who purchased pre-owned vehicles chose models with higher premium/luxury positioning compared to consumers who purchased new vehicles, even when controlling for price. This effect was moderated by brand loyalty, such that consumers’ premium-level of purchase was magnified if they previously owned a vehicle of the same brand. The results of an experimental robustness test indicated that consumers’ preference for pre-owned vehicles with higher premium/luxury positioning was because of greater perceptions of the quality along the dimensions of versatility, performance and prestige.

Sellers of complex durable goods (e.g. automobiles) should consider segmenting their upselling strategies for pre-owned vs new products. They should specifically focus more effort on the upselling of pre-owned durables as buyers appear more likely to pursue premium/luxury alternatives compared to new durables. Further, they should focus upselling efforts for pre-owned durables on brand loyal consumers.

To the best of the authors’ knowledge, this work is the first to examine consumers’ desire for pre-owned durable goods with premium/luxury positioning in a vertical product line-up. Further, it is also the first to explore the role of brand loyalty in shaping consumer preferences for premium/luxury pre-owned durable goods. As such, it makes an important contribution to an emerging literature exploring the appeal of premium and luxury pre-owned goods. Much work in this area has focused on the motivations that consumers have for buying pre-owned premium and luxury nondurable goods, such as vintage clothing or accessories. By contrast, the present research investigates the appeal of premium/luxury positioning for complex, pre-owned durable goods (vehicles), which are more difficult for consumers to evaluate at the point-of-purchase.

Cross-cultural influences are important considerations in the international marketing of luxury brands. These influences have predominantly been understood through cross-national approaches and the lens of glocalisation. The purpose of this paper is to study augments these paradigms by advancing the view of luxury brand markets as confluences of multiple cultural beliefs.

A hermeneutic analysis of 24 in-depth interviews was conducted with luxury brand consumers in New Zealand.

The findings describe two cultural beliefs that convey divergent meanings and shape luxury brand consumption styles in a multicultural marketplace. More specifically, the authors illustrate that consumers can be influenced by and shift between both local and foreign cultural beliefs in a single national market.

The study offers a situated account of the New Zealand luxury market. Other cultural beliefs may be in operation in different national markets.

This paper makes three contributions to the international marketing of and cross-cultural considerations for luxury brands. First, the authors illustrate that cultural diversity must be considered not only at the cross-national level, but also at the intra-national level. In particular, the authors show that the global-local dichotomy in cross-cultural luxury branding needs to be augmented with the local-foreign dimension. Second, this is the first study in this area to empirically demonstrate the impact of multicultural marketplaces on luxury brands, where consumers emerge as contextual cultural shifters. Third, the authors advocate a shift from the prevailing glocal approach to a new multicultural approach in luxury branding.

The purpose of this paper is to explore the extent to which luxury brand retailers use new technologies as a tool for corporate marketing communication.

The authors used a multiple-case study approach consisting of five information-rich cases, with the similar characteristics of large firms selling luxury brands which are aware of the importance of innovation. In each company, the authors interviewed the key person in charge of marketing innovation strategies and collected data from annual reports, press releases and direct observation of all the new technology categories used.

The findings of this paper reveal that this sector is considerably aware of the benefits of using new media as a marketing communication tool, while the effective use of these new media is still limited.

This paper provides an empirical contribution to the emerging topic of innovation and technology management in retailing, with the emphasis being placed on the luxury sector through an in-depth investigation of the usage of new technologies by the firms studied.

This paper is the first one investigating thoroughly the luxury sector usage of new technologies to improve corporate marketing communication.

The purpose of this paper is to empirically assess the impact of branding strategies on horizontal and downward line extensions of French luxury brands in a cross-national context (France vs USA).

This study is based on a two line extensions (horizontal/downward) × three branding strategies (direct brand/sub-brand/standalone brand) x two country (France/USA) between-subjects ANOVA design.

The study shows that the subtyping effect created by a sub-branded luxury downward line extension tends to be rated similarly to a direct branded extension which oppose previous beliefs put forward in non-luxury settings. In contrast, a new independent/standalone extension fully uses the subtyping effect which helps attenuate this risk related to luxury downward stretches. The study also found that the effect of gender in cross-national settings must always be taken into consideration as significant variations occur in the process.

The study covers two countries but should be replicated in other cross-national contexts.

This study helps marketing managers of luxury brands make a better decision when it comes to launching vertical line extensions (upscale/downward) by carefully using types of branding strategies and relevant communications whether women and/or men are targeted in cross-national contexts.

This study breaks new ground in the international luxury literature by providing key theoretical and managerial insights in terms of launching new downward line extensions with the proper use of branding strategies when targeting specific genders.

The digitalization process has been influential on the way marketing is conducted. However, luxury brands have not yet fully channeled the benefits of the integration of various touchpoints. The aim of this chapter is to provide insights into building a luxury fashion omnichannel strategy through the integration of online and offline consumer journeys, based on the emerging needs and lifestyles of different luxury consumer segments. Accordingly, exploratory research is designed to understand luxury consumer typologies and luxury fashion shopping journeys. In-depth interviews were conducted for data collection in Istanbul, with 16 participants. Grounded theory coding was used for analyzing the data. Findings revealed four-consumer typologies –Luxury Beginners, Nouveaux Riches, Conservatives, Established Luxury Consumers. Luxury fashion journey map covering three major steps – pre-purchase, purchase, and post-­purchase – was illustrated based on the usage of both digital and non-digital channels and agents through the journey with discussions to present consumer differences. The results of the study add to the current literature and provide an omnichannel roadmap for the practitioners.