Wilson, Jonathan, Eckhardt, Giana and Belk, Russell (2015) Luxury branding below the radar. Harvard Business Review. pp. 26-27. ISSN 0017-8012

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Abstract

For nearly a decade marketers have been talking about the rise of “inconspicuous consumption”: elite consumers’ growing affinity for discreet rather than traditionally branded luxuries.

Item Type:	Article
Additional Information:	Article prepared in two distinct versions. [1] Originally published online on 01/09/15 <https://hbr.org/2015/09/luxury-branding-below-the-radar>. [2] Complete text published in the September issue of the print version of the journal.
Uncontrolled Keywords:	Branding, Brands, Luxury Branding, Inconspicuous Consumption, Conspicuous Consumption, Consumer Behaviour, Globalisation, Class, Status, China, Jumeira Group, Shanghai Tang, Tom Ford
Subjects:	H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:	https://hbr.org/2015/09/luxury-branding-...
Last Modified:	01 May 2018 09:00
URI:	http://gala.gre.ac.uk/id/eprint/13945

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