Title: Are luxury and fashion opposite concepts? A cross-country empirical analysis

Authors: Jean-Noël Kapferer; Pierre Valette-Florence

Addresses: INSEEC U., 43 Quai de Grenelle, 75015 Paris, France ' IAE Grenoble, 525 Avenue Centrale, BP 4738040 Grenoble Cedex 9, France

Abstract: The term 'luxury fashion' is used to refer to a specific segment within the fashion category, but the intrinsic meanings of the words 'luxury' and 'fashion' have little in common. Although both luxury and fashion aim to ignite distinction and desire, they have opposite relationships with temporality. Moreover, the management of fashion brands differs fundamentally from the management of luxury brands. But how do consumers perceive these concepts? Do they perceive them as opposites? The authors analyse consumers' perceptions of 60 high-end brands from various sectors and across six countries (USA, China, Japan, Brazil, Germany, and France) to find that perceptions of products as luxury brands contribute positively to their desirability, whereas (with the exception of China) perceptions of products as fashion brands negatively affect their desirability. This study shows that luxury brands should be managed cautiously; if they become too fashionable, their pricing and desirability may be jeopardised over time.

Keywords: luxury; fashion; cross cultural; business model; dream; China.

DOI: 10.1504/LRJ.2021.116296

Luxury Research Journal, 2021 Vol.2 No.1/2, pp.140 - 159

Received: 22 Oct 2020
Accepted: 29 Mar 2021

Published online: 16 Jul 2021 *

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