New Luxury Ideologies: A Shift From Building Cultural to Social Capital

Abstract This paper helps academics and practitioners understand the shift from traditional to new ideologies in luxury fashion. By tracing the workings of traditional luxury ideologies and unpacking the impact of digital and social media, the article explains why social capital has become a primary resource for brands and a core constituent of new luxury ideologies. It also unveils three traits of brands building social capital which might be of prime influence, and illustrates them in three case studies with luxury fashion brands Gucci, Noah and Pyer Moss. Academics can build on the findings with further theoretical development. We also raise important implications for marketing practitioners, who can rely on such for building stronger luxury brands.