Purpose – The purpose of this paper is to address the on-going debate in research on how a luxury brand ' s image of exclusiveness and uniqueness may be preserved in the ubiquitous mass medium internet. Specifically, the study aims to provide insights on how luxury brand homepages should be...

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...

Purpose – The purpose of this paper is to analyse the role that provenance holds within the luxury textiles market. It defines similarities and differences in the perception and acceptance of provenance as a key strategy for luxury textile brands in the USA and the UK. Its purpose is to...

Purpose – The capability to overcome tradeoffs among costs, quality and time has become a must in high-margin businesses too. Lean thinking may be a solution, but applications in the luxury-fashion market are still rare. In order to shed light on this apparent contradiction, the purpose of...