Full Description
Offering an original contribution to the field of luxury and fashion studies, this edited collection takes a philosophical perspective, addressing the idea that humans need luxury. From this framework it delves deep into two particular dimensions of luxury, emotions and society, and concludes with cases of brand building in order to illustrate the two dimensions at work. Comparative analysis between countries is brought together with an emphasis on China. Chapters address the ongoing growth in the market, as well as the significant changes in the sector brought about by fast international expansion and an increased focus on ethical supply and sustainability, making the book an insightful read for scholars of fashion business, luxury and branding.
Contents
Part I. Introduction.- 1. Introduction; Isabel Cantista and Teresa Sádaba.- 2. Understanding Luxury: A Philosophical Perspective; Marta Mendonça.- Part II. Understanding Luxury and Emotions.- 3. From Mere Luxury to Unique Lifestyle: The Transformation of Taste in the 'Age of Glamour'; Ambrogia Cereda.- 4. The Dark Side of Luxury: When Negative Emotions are Felt by Very Wealthy Consumers; Virginie de Barnier and Elyette Roux.- 5. The Future of Luxury: Fashioning Wellbeing through Holistic Design; Kirsten Scott.- Part III. Understanding Luxury and Society.- 6. Sustainable Luxury: The Effect of Corporate Social Responsibility Strategy on Luxury Consumption Motivations; Carmela Donato, Matteo De Angelis and Cesare Amatulli.- 7. Luxury Perfume Brands and Millennial Consumers; Aileen Stewart and Lindsey Carey.- 8. The Evolution of the Chinese Luxury Fashion Consumer: An Interpretative Study of Luxury Value Perceptions; Patsy Perry, Liz Barnes and Tiantian Ye.- Part IV. Case Studies: Brand Building and Communication.- 9. Speedy Tuesday: Omega's Adoption of Communication 4.0; François H. Courvoisier and Claire Roederer.- 10. Brand Building: The Case of Collaboration between Javier Carvajal and Loewe; Eugenia Josa Martinez, Maria Villanueva and Isabel Cantista.- 11. Rapha: Weaving Story Strands of Luxury; Catherine Glover.
