Abstract

This paper helps academics and practitioners understand the shift from traditional to new ideologies in luxury fashion. By tracing the workings of traditional luxury ideologies and unpacking the impact of digital and social media, the article explains why social capital has become a primary resource for brands and a core constituent of new luxury ideologies. It also unveils three traits of brands building social capital which might be of prime influence, and illustrates them in three case studies with luxury fashion brands Gucci, Noah and Pyer Moss. Academics can build on the findings with further theoretical development. We also raise important implications for marketing practitioners, who can rely on such for building stronger luxury brands.

摘要

本文帮助学者和从业者了解奢侈时尚从传统意识形态到新意识形态的转变。通过追踪传统奢侈品意识形态的运作方式并揭示数字和社交媒体的影响，本文解释了为什么社会资本已成为品牌的主要资源和新奢侈品意识形态的核心组成部分。它还揭示了品牌建立社会资本的三个特征，这些特征可能具有主要影响力，并通过奢侈时尚品牌 Gucci、Noah 和 Pyer Moss 的三个案例研究来说明这些特征。学术界可以在研究结果的基础上进一步进行理论发展。我们还对营销从业者提出了重要的启示，他们可以依靠这些来打造更强大的奢侈品牌。