Call for Papers Luxury Brand-Building

The Journal of Brand Management presents this call for papers for a special issue on "Luxury Brand-Building and Development: New Global Challenges, New Business Models" 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, 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.

 

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 (michel.gutsatz@kedgebs.com) and Klaus Heine (Heine@em-lyon.com).

 

You can find this call for paper also at the webpage of the Journal of Brand Management.

Wednesday, 30 Sep 2015

News

25 Jul

Workshop "The Making of a High-end Brand" on top of the Diwang Tower with about 40 entrepreneurs from Shenzhen interested in de

22 Jul

I run a track chair on "Luxury Brand-building" and gave a presentation introducing "

12 Jul

Surprisingly, at least for a luxury brand, Gaggenau is very successful in the Chinese b2b market.

24 Jun

Giving a course about "Luxury Brand-building" at the Sogang International MBA Global Summer School 2016 in Seoul.

02 Jun

Guest lecture about "The Development of Luxury Brand Idenitity" at the

28 May

Managing a luxury brand in China - a project about the launch of a top-end perfume into the Chinese market.

21 May

Downturn, what downturn?

20 May

Heine, K., Phan, M. & Atwal, G. (2016) Authenticity and Prestige: What Luxury Brands could learn from the wine industry?

12 May

Conference co-organization: The two-day conference explored contemporary issues and innovative research in the area of luxury b

03 May

A project on luxury HR marketing: How to attract the right talents to the right brands?

28 Apr

Developing a digital brand communication strategy for the Chinese market.

26 Apr

Kicked off at Richmont's famous Kee Club in Shanghai, the project aims at studying in-depth the multi-brand POS & luxury watch retail landscap

24 Apr

A new EMLYON cooperation project: How to further improve the retail performance of PRL in Shanghai?

14 Mar

G.P. Grant is a manufacturer of high-end smoking accessories headquartered in Switzerland.

03 Mar

This is a call for conceptual and empirical contributions for my track chair on "Luxury Brand-Building" at the Global Marketing

12 Feb

Art for the Ear, here it were it comes from - you can feel their passion for their audio systems and speakers!

11 Feb

Gobi Cashmere is a high-end brand from Mongolia with much ambition to develop their brand in Western markets.

22 Jan

The two-day conference explores contemporary issues and innovative research in the area of luxury branding management.

09 Dec

Surprise, surprise, there exist already a number of Chinese luxury brands.

03 Nov

Final presentation of the EMLYON & Jiao Tong university student team at the Gaggenau showroom in Shanghai to the Gaggenau C

18 Oct

Visitng the "annual Concours d’Elegance dedicated to the Chinese and Asian automobile enthusiasts and classic car community." The highlight was th

30 Sep

The Journal of Brand Management presents this call for papers for a special issue on "Luxury Brand-Building and Development: Ne

29 Sep

Kick-off meeting at Jiao Tong Luxury Research Center.

23 Sep

Kick-off meeting with Mr. Mi Changhong, the founder & CEO of Longio.

16 Sep

Meeting at the Montblanc headquarters in Shanghai.

09 Sep

Market and trend research and lot's of creativity for three months to come...!

30 Aug

The new ranking "Top 50 German Luxury Brands" is out.

25 Jun

Track chair on Luxury Trends and Strategies

23 Jun

Discussing future opportunities in the Chinese high-end market.

28 May

The CEIBS 7th Prestige Brands Forum 2015.

22 May

The Handmade  in Germany Tour in Shanghai.

17 May

The Change of Luxury: New Challenges and Opportunities for Market Research and Marketing in the Luxury Food Industry.

02 May

During my course "Luxury Brand Management" (as part of the EMLYON Luxury Management & Marketing Master program), student te

28 Apr

Kick-off meeting at MPH in Shanghai.

26 Mar

Two-day training program with the team and their agency.

23 Jan

Heine, K., and Petersen, F.E. (2015) Marketing Lessons Luxury Wine Brands Teach us About Authenticity and Prestige.

22 Dec

Klaus Heine and Michel Gutsatz (2014) Luxury Brand Building in China: Eight Case Studies and Eight Lessons Learned.

03 Oct

You are cordially invited to submit papers for our conference track "New Luxury vs. Old Luxury: Luxury Trends and Strategies".

25 Sep

LRJ is a new cross-disciplinary, peer-reviewed international journal that publishes high-quality conceptual and empirical articles (using quantita

25 Sep

A new book about Wine Business Management edited by Steve Charters & Jérôme Gallo and published by Pearson.

16 Jul

2014 Global Marketing Conference at Singapore “Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice”

01 Mar

Sonntag, Mediengruppe Madsack (2014) Man Gönnt Sich Ja Sonst Alles.

27 Apr

Vera Waldschmidt and Klaus Heine contributed several articles to the Meisterkreis China Compendium.