Purpose – The purpose of this paper is to understand and compare Generation Y’s knowledge and perceptions of cashmere as a luxurious fibre. Design/methodology/approach – Dual qualitative-quantitative approach, comprising interviews with cashmere farmers and suppliers plus a structured...

Purpose – In an attempt to satisfy the rising demand for luxury in the era of the “democratisation of luxury” or the “luxurification of society” without threatening the uniqueness and exclusivity of luxury brands, a profound understanding of the luxury concept and its deeper values is...