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The luxury market is evolving due to continuously changing consumers’ demands. Consequently, comprehending the luxury industry requires a comprehensive analysis of the diverse trends that could alter consumers’ perceptions and behaviors regarding luxury consumption decisions. This chapter aims to outline the primary characteristics of luxury brands, detailing the distinctive attributes of products and services, associated marketing strategies, and the evolving preferences of luxury consumer segments, thereby facilitating the identification and exploration of the principal challenges confronting luxury marketers today.

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Luxury Marketing: State of the Art and Evolving Consumer Behaviors

  • 章节

  • 发表日期：

    2025年

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  • Alba D’Aniello,
  • Ana Carmela Martinez Levy,
  • Cesare Amatulli,
  • Matteo De Angelis,
  • Rumen Pozharliev

摘要

The luxury market is evolving due to continuously changing consumers’ demands. Consequently, comprehending the luxury industry requires a comprehensive analysis of the diverse trends that could alter consumers’ perceptions and behaviors regarding luxury consumption decisions. This chapter aims to outline the primary characteristics of luxury brands, detailing the distinctive attributes of products and services, associated marketing strategies, and the evolving preferences of luxury consumer segments, thereby facilitating the identification and exploration of the principal challenges confronting luxury marketers today.