Merchandising/Marketing/Retailing: Management

Growth Trade-off Variables in Luxury Brand Management

Authors: RayeCarol Cavender (Ohio University) , Doris H. Kincade (Virginia Polytechnic Institute and State University)

Abstract

According to brand management expert Kevin Keller (2009), “the most fundamental challenge of marketing and brand management for all brands including luxury brands is how to reconcile or address the many potential trade-offs that exist in making marketing decisions” (p. 293). Three notable trade-offs in the luxury goods industry are (a) classic vs. contemporary image, (b) exclusivity vs. accessibility, and (c) retention vs. acquisition. These are all interrelated and pose a dilemma for luxury marketers in that strategies emphasizing heritage, exclusivity, and retention are not useful in managing contemporariness, accessibility, and acquisition.

Keywords: Luxury, trade-offs, Branding

How to Cite: Cavender, R. & Kincade, D. H. (2013) “Growth Trade-off Variables in Luxury Brand Management”, International Textile and Apparel Association Annual Conference Proceedings. 70(1).