CFP: Fashion Marketing of Luxury Brands


Call for Papers: Fashion Marketing of Luxury Brands
Journal of Business Research-Special Issue
Deadline: March 15, 2010

This JBR special issue will include selected papers from research reports presented at the 2010 Global
Marketing Conference at Tokyo, September 9-12, 2010. Venue: Shinmatsudo Campus of Ryutsu Keizai
University, Chiba, Japan.

The main topic of this JBR special issue is to explore the fashion marketing strategies of luxury brands. The objective of the special issue is to bring together international scholars from different disciplines and different
countries working to advance knowledge on the fashion marketing of luxury brands. The luxury industry is
relatively small in terms of the number of companies, but punches far above its weight both in terms of sales and
more importantly, influence. The best design, the best materials, the best merchandising, and the best packaging
occur in the luxury industry, and hence luxury brands frequently lead the way for the rest of the marketing world.
The role of fashion marketing of luxury brands is an area in need of new developments, theories, and knowledge
in light of the trends toward global luxury and fashion markets.

In honor of the 2010 Global Marketing Conference at Tokyo organized by the Korean Academy of
Marketing Science, Ryutsu Keizai University, and the Society for Marketing Advances, JBR will publish a
Special Issue on Fashion Marketing of Luxury Brands featuring suitable papers presented at this conference.
The JBR focuses on presenting applications of empirical research to practical situations and theoretical findings
to the reality of the business world.

Topics for the JBR special issue focus on, but are not limited to, the following:

Advancing the theory and managerial implications of fashion marketing
Understanding global luxury consumers
Cross-cultural issues in a luxury fashion marketing context
Development of scales related to luxury branding and fashion marketing
Service expectations and strategies in the luxury industry
Product design and innovation management in the luxury business
Merchandising process of luxury brands
Customization and digital processing of luxury brands
Pricing issues in the global marketing environment
Customer relationship management in luxury brand industries
Luxury retailing trends and directions
Salesforce issues in the global luxury fashion business
Marketing communications in the luxury industry
Global branding issues in the luxury industry
Strategic collaborations with different businesses
Corporate social responsibility issues in the marketing of luxury brands
New marketing issues and trends in fashion marketing of luxury brands
Technology integration and application in luxury brand industries
Social and psychological perspectives of luxury brands

All papers submitted to the Fashion Marketing of Luxury Brands Tracks of the 2010 Global Marketing Conference at Tokyo are eligible for review for inclusion in the JBR special issue. Scholars seeking consideration of their papers for publication in this special JBR issue should communicate such intention to the JBR Guest Co-Editors:

Professor Eunju Ko, Dept. of Clothing and Textiles, College of Human Ecology,
Yonsei University, Seoul, Korea


Professor Carol Megehee, Coastal Carolina University, Dept. of Management, Marketing & Law, E. Craig Wall, Sr., College of Business Administration, Coastal Carolina University, USA

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