Article
Living the dream: Executives’ strategic decision-making and the interdependence of ‘pure’ luxury and masstige
Fashion, Style, and Popular Culture
(2022)
Abstract
Many companies such as Ralph Lauren and Michael Kors have had success selling both high-end luxury and middle-end ‘masstige’ brands, as consumers such as those in the Millennial generation seek luxury labels at affordable prices. There have been studies into consumption of both luxury and masstige products, however, few inquiries have attempted to understand this phenomenon through interviews with luxury company executives. This study aimed to understand luxury executives’ perceptions of ‘pure luxury’ versus masstige in order to update current literature and theoretical frameworks. Interviews were conducted with nine (n = 9) luxury executives. Major themes of balance and cohesion and value emerged; sub-themes and minor themes are outlined.
Keywords
- brand extension,
- luxury,
- luxury executive,
- mass merchandising,
- retail strategy
Disciplines
Publication Date
Spring March 22, 2022
DOI
https://doi.org/10.1386/fspc_00123_1
Citation Information
Erik Roeraas and David Loranger. "Living the dream: Executives’ strategic decision-making and the interdependence of ‘pure’ luxury and masstige" Fashion, Style, and Popular Culture Vol. 9 Iss. 1-2 (2022) ISSN: 2050-0726 Available at: http://works.bepress.com/david-loranger/24/