2012 | OriginalPaper | Buchkapitel
Branding Principles in the Luxury Industry
Erschienen in: Luxury Strategy in Action
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Over the years, the notion of luxury has changed. In the classical luxury of the eighteenth and nineteenth centuries, the focus was on the product; during the 1920s this focus shifted to the product’s creator. In the 1970s, luxury became dominated by the media – images and luxury became the brand. Changing consumer behavior and competition in the luxury market explain the shifting notion of luxury.