Living the dream: Executives’ strategic decision-making and the interdependence of ‘pure’ luxury and masstige

References

1. Ansoff, H. I. (1957), ‘Strategies for diversification’, Harvard Business Review, 35:5, pp. 113–24.
   [Google Scholar]
2. Bain & Company (2018), ‘Luxury goods worldwide market study’, 18 October, http://www2.bain.com/bainweb/pdfs/alumni_news/luxury_goods_study_oct2008.pdf. Accessed 15 July 2021.
3. Balu, N. (2018), ‘Michael Kors’ sales pick up as full-price strategy pays off’, Reuters, 7 February, https://www.reuters.com/article/us-michael-kors-results/michael-kors-sales-pick-up-as-full-price-strategy-pays-off-idUSKBN1FR1Q5. Accessed 13 July 2021.
4. Berghaus, B., Bossard, C. and Baehni, L. L. (2015), ‘Strategic foresight in the luxury industry: Managerial perspectives’, Luxury Research Journal, 1:1, pp. 76–90.
   [Google Scholar]
5. Boddy, C. R. (2016), ‘Sample size for qualitative research’, Qualitative Market Research, 19:4, pp. 426–32, https://doi.org/10.1108/QMR-06-2016-0053. Accessed 25 February 2022.
   [Google Scholar]
6. Colvin, G. (2020), ‘Fashioning the future: At 80, Ralph Lauren is facing his namesake company’s toughest chapter yet’, Fortune, 22 May, https://fortune.com/longform/ralph-lauren-company-founder-clothing-merchandise-sales-polo-fashion-business-rl-stock-fortune-500/. Accessed 15 July 2021.
7. Creswell, J. W. (2007), Qualitative Inquiry and Research Method: Choosing among Five Approaches, Thousand Oaks, CA: Sage.
   [Google Scholar]
8. Deloitte (2019), ‘Global power of luxury goods 2019’, April, https://www2.deloitte.com/content/dam/Deloitte/ar/Documents/Consumer_and_Industrial_Products/Global-Powers-of-Luxury-Goods-abril-2019.pdf. Accessed 15 July 2021.
9. Ehrensperger, E., Erkhova, D., Yadavalli, A. and Krohmer, H. (2020), ‘What really matters for startups in luxury: Entrepreneurial luxury excellence’, Journal of Research in Marketing and Entrepreneurship, 22:1, pp. 37–63, https://doi.org/10.1108/JRME-03-2019-0020. Accessed 25 February 2022.
   [Google Scholar]
10. Glaser, B. G. and Strauss, A. L. (1967), ‘The constant comparative method of qualitative analysis: The discovery of grounded theory’, Strategies for Qualitative Research, 101, p. 158.
    [Google Scholar]
11. Granot, E., Russell, L. T. M. and Brashear-Alejandro, T. G. (2013), ‘Populence: Exploring luxury for the masses’, Journal of Marketing Theory and Practice, 21:1, pp. 31–44.
    [Google Scholar]
12. Greenberg, D., Elena, E., Schulte-Mecklenbeck, M., Hoyer, W. D., John, Z. Z. and Harley, K. (2020), ‘The role of brand prominence and extravagance of product design in luxury brand building: What drives consumers’ preferences for loud versus quiet luxury?’, Journal of Brand Management, 27:2, pp. 195–210, http://dx.doi.org/10.1057/s41262-019-00175-5. Accessed 25 February 2022.
    [Google Scholar]
13. Kumar, A., Paul, J. and Unnithan, A. B. (2020), ‘“Masstige” marketing: A review, synthesis and research agenda’, Journal of Business Research, 113, pp. 384–98, https://doi.org/10.1016/j.jbusres.2019.09.030. Accessed 25 February 2022.
    [Google Scholar]
14. Loranger, D., Pang, C. and Cippolla, C. (2010), ‘Navigating the off-price wave’, master’s degree capstone, New York: Fashion Institute of Technology.
    [Google Scholar]
15. Macy’s (n.d.), ‘MICHAEL Kors’, https://www.macys.com/shop/featured/michael-kors. Accessed 15 July 2021.
16. Miller, K. W. and Mills, M. K. (2012), ‘Probing brand luxury: A multiple lens approach’, Journal of Brand Management, 20:1, pp. 41–51, https://doi.org/10.1057/bm.2011.64. Accessed 25 February 2022.
    [Google Scholar]
17. Moustakas, C. (2007), Phenomenological Research Methods, New York: Sage.
    [Google Scholar]
18. Parguel, B., Delécolle, T. and Valette-Florence, P. (2014), ‘The impact of price display on perceptions of luxury: A masstige perspective’, HAL: Sciences de l’Homme et de la Société, https://halshs.archives-ouvertes.fr/halshs-00948953/. Accessed 15 July 2021.
    [Google Scholar]
19. Paul, J. (2015), ‘Masstige marketing redefined and mapped: Introducing a pyramid model and MMS measure’, Marketing Intelligence & Planning, 33:5, pp. 691–706.
    [Google Scholar]
20. Paul, J. (2018), ‘Toward a “masstige” theory and strategy for marketing’, European Journal of International Management, 12:5–6, pp. 722–45.
    [Google Scholar]
21. Pleshko, L. P. and Heiens, R. A. (2008), ‘The contemporary product-market strategy grid and the link to market orientation and profitability’, Journal of Targeting, Measurement and Analysis for Marketing, 16:2, pp. 108–14.
    [Google Scholar]
22. Roeraas, E. and Loranger, D. (2020), ‘Living the dream: A qualitative pilot study into luxury executives’ perceptions of masstige’, American Collegiate Retailing Association Conference, American Collegiate Retailing Association (ACRA), New Orleans, LA, 25–27 March.
    [Google Scholar]
23. Roncha, A. and Montecchi, M. (2017), ‘The underpinning strategies leading to high value perception of luxury fashion brands’, IUP Journal of Brand Management, 14:3, pp. 7–21.
    [Google Scholar]
24. SAKS (n.d.), ‘Michael Kors Collection’, https://www.saksfifthavenue.com/Michael-Kors-Collection/Women-s-Apparel/shop/_/N-1z12obmZ52flog. Accessed 15 July 2021.
25. Silverstein, M. J. and Fiske, N. (2003), ‘Luxury for the masses’, Harvard Business Review, 81:4, pp. 48–57.
    [Google Scholar]
26. Statista (2018), ‘Value of the off-price personal luxury goods market worldwide from 2012 to 2018’, December, https://www.statista.com/statistics/503098/value-of-the-global-off-price-personal-luxury-goods-market/. Accessed 3 August 2021.
27. Statista (2019), ‘Total sales of the luxury goods market worldwide from 2016 to 2018’, February, https://www-statista-com.sacredheart.idm.oclc.org/statistics/245655/total-sales-of-the-luxury-goods-market-worldwide-by-product-category/. Accessed 3 July 2021.
28. Strugatz, R. (2019), ‘Why “masstige” could be beauty’s most important category’, Business of Fashion, 8 November, https://www.businessoffashion.com/articles/beauty/why-masstige-could-be-beautys-most-important-category. Accessed 8 July 2021.
29. Tanger (2018), ‘Annual report’, 31 December, http://www.annualreports.com/HostedData/AnnualReports/PDF/NYSE_SKT_2018.pdf. Accessed 25 February 2022.
30. Thomas, D. (2007), Deluxe: How Luxury Lost its Luster, New York: Penguin.
    [Google Scholar]
31. Truong, Y., McColl, R. and Kitchen, P. J. (2009), ‘New luxury brand positioning and the emergence of masstige brands’, Journal of Brand Management, 16:5–6, pp. 375–82.
    [Google Scholar]
32. Yu, U., Chung, M. S. and Jeon, E. K. (2009), ‘The relationship of masstige clothing benefit seeking and brand loyalty’, Fashion & Textile Research Journal, 11:1, pp. 33–40.
    [Google Scholar]