Luxury Fashion Theory, Culture, and Brand Marketing Strategy
This article describes the core tenets of fashion marketing theory (FMT) from the perspective of economic psychology. The study here is unique and valuable in proposing empirically testable hypotheses that follow from FMT and in describing evidence from available literature testing these hypotheses....
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| Format: | Book Chapter |
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Emerald Group Publishing Limited
2013
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| Online Access: | http://hdl.handle.net/20.500.11937/48207 |
| _version_ | 1848758046179721216 |
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| author | Woodside, Arch Ko, E. |
| author2 | Eunju Ko |
| author_facet | Eunju Ko Woodside, Arch Ko, E. |
| author_sort | Woodside, Arch |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This article describes the core tenets of fashion marketing theory (FMT) from the perspective of economic psychology. The study here is unique and valuable in proposing empirically testable hypotheses that follow from FMT and in describing evidence from available literature testing these hypotheses. The core tenets reflect the view that impactful fashion marketing moderates the relationships among price and consumer demand for the firm's offering (i.e., brand) by psychological customer segments, and subsequently firm profitability. Relating to fashion marketing, “psychology” in “economic psychology” includes the influences of chronic desire for conspicuous consumption (CC) and desire for rarity as relative human conditions, that is, humans vary in these desires; consumers relatively very high versus very low in these desires are more prone to enact conspicuous choices whatever the price level of the object or service. Consequently, different pricing points (decisions) that maximize profitability vary considerably for product designs which are positioned high in CC and rarity directed to customers very high in chronic desire for CC and rarity versus product designs which are positioned low in CC and rarity directed to customers very low in chronic desire for CC and rarity. |
| first_indexed | 2025-11-14T09:37:45Z |
| format | Book Chapter |
| id | curtin-20.500.11937-48207 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:37:45Z |
| publishDate | 2013 |
| publisher | Emerald Group Publishing Limited |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-482072023-02-13T08:01:36Z Luxury Fashion Theory, Culture, and Brand Marketing Strategy Woodside, Arch Ko, E. Eunju Ko Arch G. Woodside fashion Choice marketing psychology customer economic profitability This article describes the core tenets of fashion marketing theory (FMT) from the perspective of economic psychology. The study here is unique and valuable in proposing empirically testable hypotheses that follow from FMT and in describing evidence from available literature testing these hypotheses. The core tenets reflect the view that impactful fashion marketing moderates the relationships among price and consumer demand for the firm's offering (i.e., brand) by psychological customer segments, and subsequently firm profitability. Relating to fashion marketing, “psychology” in “economic psychology” includes the influences of chronic desire for conspicuous consumption (CC) and desire for rarity as relative human conditions, that is, humans vary in these desires; consumers relatively very high versus very low in these desires are more prone to enact conspicuous choices whatever the price level of the object or service. Consequently, different pricing points (decisions) that maximize profitability vary considerably for product designs which are positioned high in CC and rarity directed to customers very high in chronic desire for CC and rarity versus product designs which are positioned low in CC and rarity directed to customers very low in chronic desire for CC and rarity. 2013 Book Chapter http://hdl.handle.net/20.500.11937/48207 10.1108/S1871-3173(2013)0000007004 Emerald Group Publishing Limited restricted |
| spellingShingle | fashion Choice marketing psychology customer economic profitability Woodside, Arch Ko, E. Luxury Fashion Theory, Culture, and Brand Marketing Strategy |
| title | Luxury Fashion Theory, Culture, and Brand Marketing Strategy |
| title_full | Luxury Fashion Theory, Culture, and Brand Marketing Strategy |
| title_fullStr | Luxury Fashion Theory, Culture, and Brand Marketing Strategy |
| title_full_unstemmed | Luxury Fashion Theory, Culture, and Brand Marketing Strategy |
| title_short | Luxury Fashion Theory, Culture, and Brand Marketing Strategy |
| title_sort | luxury fashion theory, culture, and brand marketing strategy |
| topic | fashion Choice marketing psychology customer economic profitability |
| url | http://hdl.handle.net/20.500.11937/48207 |