Table 5 Conventional and unconventional... | Emerald Publishing

Table 5

Conventional and unconventional meanings in luxury

Conventional luxury			Unconventional luxury
Concept	Definition	Example	Concept	Definition	Example
Timeless	The permanence of materials, social codes, and esthetics confer the impression of permanence, resisting the whims of fashion and the passage of time	Luxury watches capture long-lasting design features that defy the passage of time and the whims of fads	Ephemeral	The characteristic of being transitory, existing only briefly. Collaborations are special and rare when they exist for a limited time and will not be repeated	Limited-edition accouterments that capture a passing context, such as Gucci's celebration of Mickey Mouse's 90th anniversary
Inaccessible	The operationalization of exclusivity through taste regimes creates social distinctions and barriers	Fondazione Prada in Milan and Fondation Louis Vuitton in Paris intertwine appreciation of art with luxurious taste	Trendy	The ability to navigate the ebbs and flows of social media to capture novelty and remain popular in the prevailing styles and preferences	Luxury brand FENDI collaborates with shapewear brand SKIMS to create a body-positive collection with larger sizes
Tradition	The solidification of codes, practices, and rituals as they pass down through time. The present is an outcome of the past	Country clubs limit the accessibility to outsiders, creating cliques of “old money” in which membership equals tradition	Playful	The opportunity to connect with a youthful audience by not being too serious and break apart from old conventions	“999” is a Chinese cold and flu remedy. To rejuvenate its image and attract young consumers, the brand created a line of fashion-ready wearables meant to be shared on social media

Conventional luxury			Unconventional luxury
Concept	Definition	Example	Concept	Definition	Example
Timeless	The permanence of materials, social codes, and esthetics confer the impression of permanence, resisting the whims of fashion and the passage of time	Luxury watches capture long-lasting design features that defy the passage of time and the whims of fads	Ephemeral	The characteristic of being transitory, existing only briefly. Collaborations are special and rare when they exist for a limited time and will not be repeated	Limited-edition accouterments that capture a passing context, such as Gucci's celebration of Mickey Mouse's 90th anniversary
Inaccessible	The operationalization of exclusivity through taste regimes creates social distinctions and barriers	Fondazione Prada in Milan and Fondation Louis Vuitton in Paris intertwine appreciation of art with luxurious taste	Trendy	The ability to navigate the ebbs and flows of social media to capture novelty and remain popular in the prevailing styles and preferences	Luxury brand FENDI collaborates with shapewear brand SKIMS to create a body-positive collection with larger sizes
Tradition	The solidification of codes, practices, and rituals as they pass down through time. The present is an outcome of the past	Country clubs limit the accessibility to outsiders, creating cliques of “old money” in which membership equals tradition	Playful	The opportunity to connect with a youthful audience by not being too serious and break apart from old conventions	“999” is a Chinese cold and flu remedy. To rejuvenate its image and attract young consumers, the brand created a line of fashion-ready wearables meant to be shared on social media

Source(s): The authors