ABSTRACT
Successful luxury brands are reimagining their future marketing strategies with innovative solutions to thrive in a post-pandemic era. This analysis explores how luxury businesses benefit from resilient adaptation to garner a competitive advantage going forward. From the lens of competitive advantage theory, luxury brands can improve their value propositions with meaningful focus on environmental, social, governance, and sustainability factors. From the perspective of institutional theory, luxury brands can translate market pressures arising from customers' concern for safety, limited travel, and lockdowns into adaptive and visionary omnichannel commerce. From the view of resource-based theory, luxury firms can redeploy their resources and capabilities in inventive ways that best meet a challenging business environment disrupted by the pandemic. This conceptual research also discusses implications for future marketing research and informs practice for luxury brands as we move to a "new normal" in an evolving post-pandemic era. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2022. All rights reserved.
ABSTRACT
Luxury brands are increasingly realising the central importance of digital technology in addressing consumers' needs and desires. In this context, several studies have focused on the role that digital technologies play in luxury brands' communication, but few of them have addressed luxury brands' digital retail distribution strategies. Understanding this topic is especially critical amidst changes in global economics - many of them spurred by the COVID-19 pandemic - that are reshaping how luxury consumers shop at and interact with retailers. Against that backdrop, this research pursues a twofold objective, namely: identifying the current effects of the pandemic on luxury brands' digital retailing and illuminating the challenges said brands will face in the near future. Given the sparse explorations of digital retailing (especially for luxury brands) and the extraordinary nature of the pandemic, this research uses a qualitative-exploratory approach based on semi-structured one-to-one interviews with experts from a leading digital marketing company in order to develop some initial insights. The limitations of this research are due to the cut-off period and the use of a restricted sample. In addition to discussing the theoretical and managerial implications of the results, the paper provides interesting guidance for future research. Copyright © 2022 Inderscience Enterprises Ltd.
ABSTRACT
Purpose>Despite luxury's increasing globalization and broadening scope via digitalization and new markets, the intellectual structure of the overall research corpus remains tenuous. This work therefore aims to provide an overview of published work on international luxury marketing and to contribute to a better understanding of the research area.Design/methodology/approach>Using a systematic approach, 1151 items (papers) were retrieved and 181 selected from the international luxury marketing field published before 2019. These items were analyzed by using various bibliometric techniques to identify the most productive countries, journals, influential authors, papers and research clusters.Findings>Although most of the outputs originate from business, management and marketing journals, other disciplines also research this topic. The analysis reveals an emerging field, with 85% of the published papers appearing between 2010 and 2018, which are primarily the output of US- and UK-based authors and none of whom dominates the field. The three identified keyword clusters are (1) consumers and consumption (2) tools and (3) core themes.Practical implications>This article contributes to our understanding of the evolution, current status and research trends of published research on international luxury marketing by presenting a mapping analysis and proposing future research directions.Originality/value>This is the first bibliometric mapping analysis of research on the topic from its conception to 2019. It contributes insights from different research disciplines, adds to the categorization of the international luxury marketing literature and provides promising future research directions in terms of research areas and strategies.
ABSTRACT
Purpose:This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.Design:This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.Findings:The authors outline pivotal changes in luxury marketing including the growing prominence of emerging nations and technology adoption. A systematic review of luxury marketing literature reveals that most research is still centered around developed nations. The field has a relatively low impact and no dominant authors. The research content does not converge with luxury industry trends. This provides an exciting contribution opportunity for academic researchers.Originality:The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format
ABSTRACT
Purpose:This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.Design:This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.Findings:The authors outline pivotal changes in luxury marketing including the growing prominence of emerging nations and technology adoption. A systematic review of luxury marketing literature reveals that most research is still centered around developed nations. The field has a relatively low impact and no dominant authors. The research content does not converge with luxury industry trends. This provides an exciting contribution opportunity for academic researchers.Originality:The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format