Call for Papers for a Special Issue of
Journal of Brand Management
Luxury Brand-Building and Development: New Global Challenges, New Business Models
Special Issue Guest Editors
Michel Gutsatz, Kedge Business School, Talence, France
Klaus Heine, EMLYON Business School, Shanghai, China
CLOSING DATE FOR SUBMISSION: THURSDAY, 31st MARCH 2016
The Journal of Brand Management (JBM) announces a special issue focusing on luxury brand-building and development. For decades, above-average growth has been one of the few constants in the luxury industry and, despite current economic uncertainties, also its future outlook remains promising. However, the luxury segment is facing tremendous changes and challenges that call for new strategies and entire new business models, which we aim covering with this special issue.
From logo luxury in the 90’s to understatement luxury in the 2000’s, we are moving towards “good luxury” backed by changing consumer preferences: from “owning” to “sharing and experiencing” and even to anti-consumerism and the desire of a simple life. Luxury with good intentions goes along with the sustainability movement, the desire for authentic products that are good for the environment and especially for personal health while at the same time also being good for the people involved. Luxury seems to be moving back to its passion-driven artisanship roots. These developments mean a major challenge for often very financially-driven luxury houses.
Luxury industry trends include the “professionalization of luxury” and the development of big luxury conglomerates, which goes along with the globalization of manufacturing capacities and the expansion of distribution in new markets. However, the new travelling luxury customers disrupt this model: brands no longer need to think “market” but “customers”. It remains a challenge for luxury brands to track and to channel the routes of travelling luxury consumers, especially Chinese consumers, into their stores.
The movement into the technology age also has a major impact on the luxury segment. Above all, this includes the digitalization of luxury including social media, e-commerce and especially m-commerce. The growing role of digital channels leads brands to enter an omni-channel world they are hardly prepared for. Moreover, they are faced with new technologies such as 3D-printing and high-tech materials, breakthroughs in life science and the new industrial revolution of Industry 4.0 and the Internet of Things, which will allow producing small series or even unique pieces for low costs.
The upswing of the global luxury market, changing consumer preferences, luxury industry trends and new technologies, open the door to new luxury business models and market entrants and thus for rising competition. Today the luxury industry is highly entrepreneurial. Start-ups in the high-end cultural and creative industries reflect the various new types of luxury from green or sustainable luxury and slow luxury to value luxury, and from digital and high-tech luxury to experience luxury.
Although it is not on the radar of most experts and consumers yet, the luxury industry is even more entrepreneurial in China, where a variety of Western and Chinese market players are already setting up China-specific luxury brands, such as NE Tiger, Shang Xia and Shanghai Vive. Let it be stone-washed jeans brands from Turkey or cashmere brands from Mongolia, China reflects only the spearhead of the relatively new phenomenon of luxury brands from (non-Western) non-luxury-typical countries, which may not be covered with existing country-of-origin branding concepts.
To better understand these new challenges and opportunities and to offer possible solutions for luxury brands, we call for conceptual and empirical contributions for this special issue. Suitable topics include (but are not limited to) the following:
- What are the success factors of luxury brand-building?
- What are promising new business models in the luxury industry?
- How can luxury brands adapt to new types of luxury?
- What are effective luxury branding practices and strategies for new product development and new market entry?
- What new approaches exist to manage the digitalization and technologization of luxury brands?
- How can digital luxury brands be built and developed?
- What new segments of the 21st century luxury consumer exist and how can luxury brands adapt to their needs?
- How can luxury brand communities be created?
- What are best practices and strategies for luxury CRM?
- Considering the rising price awareness and the resulting arbitrage business thanks to the Internet, how can luxury brands face new pricing strategy issues and adopt dynamic pricing techniques?
- What country-of-origin branding concepts benefit luxury start-ups, especially from non-luxury-typical countries?
Submission Guidelines and Important Dates
Articles should not have been published elsewhere and should not be under consideration for publication in another journal.
- Papers may be submitted to the special issue any time before Thursday, March 31st, 2016.
- Follow the JBM formatting guidelines
- Submit using the JBM online submission system at http://bm.msubmit.net/cgi-bin/main.plex and ensure you select ‘Special Issue Article’ for the manuscript type on the first screen after clicking submit, and select Special Issue “Luxury Brand-Building and Development” from the drop down box on the’ Keywords, Categories, Special Sections’ tab during your submission.
All papers will first be considered by the Guest Editors in terms of their suitability for this special edition and if found suitable will then undergo a double-blind reviewing process.
Please address any inquiries relating to the special edition to the Guest Editors Michel Gutsatz (firstname.lastname@example.org) and Klaus Heine (Heine@em-lyon.com).
You can find this call for paper also at the webpage of the Journal of Brand Management.