The marketing of luxury goods faces a fundamental challenge: balancing sales growth against exclusiveness. In today’s digital world, this trade-off has become even more challenging. A luxury brand’s fragile concept of exclusiveness is seemingly incompatible with the ubiquitous availability provided by the mass medium Internet. The author addresses this trade-off both conceptually and empirically. First, the author conceptually examines the specific marketing-mix for luxury goods in terms of product, price, communications, and distribution management. Second, this marketing-mix is applied to the online environment. Third, the author empirically tests the effects of the online accessibility of luxury goods on consumer perceptions of scarcity and desirability.
Appendix 1 – List of journals by number of luxury-related articles 1948–2013
Note: based an analysis of journals, book chapters, and books searched for the keywords “luxury”, “prestige”, “status”, “conspicuous”, “symbolic”, and “scarcity” as of January 2014.Source: author ← 265 | 266 →
Appendix 2 – List of top 40 luxury brands by segment
Source: World Luxury Association (2012) ← 266 | 267 →
Appendix 3 – Pre-study: expert interview quotes
Note: quotes are listed in the order of appearance within the text.Source: authors
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