Transforming luxury: Global luxury brand executives’ perceptions during COVID

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2022-08-10 DOI:10.1080/20932685.2022.2097938

David Loranger, Erik Roeraas

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引用次数: 4

Abstract

ABSTRACT The global luxury goods sector has declined due to the COVID-19 pandemic; however, academic and industry sources have indicated that the industry will experience a rebound. With this comes a re-invention of the business, as the crisis has exacerbated changes in consumer behavior and luxury strategies that were already occurring. The current study utilized data from interviews with executives (n = 11) to establish a deeper understanding of the pandemic’s impact on luxury firms and luxury brand strategies in response to consumers’ changing behavior during COVID-19. The researchers adopted a phenomenological method and were able to gain access to eleven (n = 11) high-level executives at a New York-based Top 10 global luxury conglomerate (based on sales) to discuss current trends in the industry. Major themes of flux and segmentation emerged, along with sub- and micro-themes. The research successfully documented changes in consumer mindset and perceptions of luxury, in addition to hurdles that global luxury brands are facing to attract consumers during the pandemic. Limitations and directions for future research are outlined.

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奢侈品转型：新冠疫情期间全球奢侈品牌高管的看法

受新冠肺炎疫情影响，全球奢侈品行业出现下滑;然而，学术界和业内人士都表示，该行业将经历反弹。随着危机加剧了已经发生的消费者行为和奢侈品战略的变化，这一行业的重新发明也随之而来。目前的研究利用了对高管的采访数据(n = 11)，以更深入地了解疫情对奢侈品公司和奢侈品牌战略的影响，以应对消费者在COVID-19期间不断变化的行为。研究人员采用了现象学方法，并能够访问11位(n = 11)高级管理人员，他们来自总部位于纽约的全球十大奢侈品集团(基于销售额)，以讨论当前行业的趋势。出现了变化和分割的主要主题，以及子主题和微观主题。该研究成功地记录了消费者心态和对奢侈品看法的变化，以及全球奢侈品牌在疫情期间吸引消费者所面临的障碍。展望了未来研究的局限性和方向。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.