Call for Papers for a Special Issue: Luxury Branding
This special edition of Fashion, Style & Popular Culture will focus on Luxury Branding. This will be part of a double-size issue that will cover both Mass Branding and Luxury Branding.
Today we have luxury options for nearly everything. So what does luxury really mean? And in the context of branding, when does a brand become a luxury brand?
Even though many luxury brands have a long history, the term ‘luxury brands’ is relatively new. In recent years, the luxury market has expanded significantly and luxury products have become increasingly available to more and more people, not just the elite. This ‘massification’ of luxury has changed the basic principle of luxury itself. Reacting to this shift in market demand, new and emerging brands have started to challenge the traditional concepts of luxury.
- The definition of luxury and luxury brands
- The history of luxury brands
- The marketing of luxury brands
- In-depth case studies of luxury brands
See the full PDF announcement at Intellect Books.
Deadline for submissions: December 1, 2013
For questions regarding submissions or inquiries regarding the journal contact Co-Editor, Joseph Hancock.