To sustain their growth worldwide, luxury brands are increasingly adopting the codes of fast fashion. They continually introduce new designs that move quickly from the catwalk to stores to stay on-trend, resulting in short and constantly renewed collections. But does this fashionization impede luxury brands’ Corporate Social Responsibility (CSR) image? This article investigates this question building on the ephemerality–scarcity dual-route model. Findings from a first experiment involving a fictitious luxury brand show that fashionization increases both perceptions of ephemerality (negative route) and scarcity (positive route), with opposing resulting effects on the brand’s CSR image. Extending these results to a real-life luxury setting, findings from a second experiment show that the influence of fashionization on the brand’s CSR image is only mediated by the positive scarcity route. This study provides a number of noteworthy theoretical insights and relevant managerial implications for luxury managers involved in CSR communication.
Sustainability, Free Full-Text
Fast Fashion: A No-Regrets Breakup — Cedar + Surf
Luxury brand positioning primes businesses for an ultra-loyal, elite clientele base. Gain snappy, actionable insights on the WHYs & HOWs of luxury branding.
Luxury Branding: The Ultimate Guide to an Iconic Brand Appeal
PDF) The rise of the luxury secondary market and its impact on the
Luxury Swiss watchmaker Richard Mille has started selling its own vintage watches in Tokyo, London and Singapore to its high-net-worth clientele. Could luxury fashion benefit from following suit?
Why luxury fashion brands should offer resale
Marketing communications in luxury fashion retail in the era of
Luxury Resale Value: Scarcity Fuels Luxury Resale Market
Scarcity: a High Luxury Principle hard to spot - Markus Kramer
The road to luxury the new frontiers in luxury brand management
In an era where fashion is as much about the statement as it is about the silhouette, streetwear has become the canvas for a new generation of urban storytellers. It is a realm where art meets the asphalt; where luxury intertwines with laid-back ease. This eclectic blend of comfort and chic has given rise to
Unveiling the Titans of Urban Style: A Journey Through Best