Attitude and Luxury

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Attitudes Towards the Concept of Luxury: an Exploratory Analysis by Bernard Dubois and Gilles Laurent

Attitudes Towards the Concept of Luxury: an Exploratory Analysis
Bernard Dubois, Groupe H.E.C. Gilles Laurent, Groupe H.E.C.
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Bernard Dub ois and Gilles Laurent (1994) ,"Attitudes Towards the Concept of Luxury: an Exploratory Analysis", in AP - Asia Pacific Advances in Consumer Research Volume 1, eds. Joseph A. Cote and Siew Meng Leong, Provo, UT : Association for Consumer Research, Pages: 273-278. Asia Pacific Advances in Consumer Research Volume 1, 1994 Pages 273-278

ATTITUDES TOWARDS THE CONCEPT OF LUXURY: AN EXPLORATORY ANALYSIS Bernard Dubois, Groupe H.E.C. Gilles Laurent, Groupe H.E.C. Even though recent years have not been extremely favorable for the luxury industry (the ComitT Colbert which includes many prestigious French names - Chanel, Dior, Yves Saint-Laurent, etc... - reports a 1.5% increase in real terms for 1993), its growth rate, considered over a longer period, remains impressive. Colbert companies have more than doubled their sales over the last eight years (ComitT Colbert, 1991, 1993). In 1993, they achieved a global turnover of about USD 5.5 billion. The Pacific Rim countries represented 28% of that amount (21.6% in 1988), equally divided between Japan and the other Asian countries. Interestingly enough, however, such growth in demand has not been matched by an equivalent progress in consumer research and what was estimated by McKinsey (in 1990) to be a USD 60 billion market largely remains unexplored territory (McKinsey, 1991). Some studies obviously have been conducted and published in the past but they tended to focus on relatively narrow aspects. For example, the consumption habits of the affluent have been investigated regularly since Veblen 's seminal work (Veblen, 1899) and, today, anecdotal reports (Stanley, 1988, 1991) as well as in-depth monographies of specific segments such as upper class wasps

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