Keywords: Unconventional luxury
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2025) 29 (6): 1069–1084.
Published: 03 June 2025
... to it. The new concept we are referring to is an unconventional luxury, a definition that changes the way luxury is consumed as it strongly emphasises luxury as a hedonic and personalised experience, whose symbolism is private and determined by the customer. Given this paradigm shift, luxury brands must adapt...
Includes: Supplementary data

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