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The Luxury Market in the Fashion Industry: A Conceptual Segmentation

The Luxury Market in the Fashion Industry: A Conceptual Segmentation

Sonja Christina Sperber
Copyright: © 2016 |Pages: 30
ISBN13: 9781522501107|ISBN10: 152250110X|EISBN13: 9781522501114
DOI: 10.4018/978-1-5225-0110-7.ch007
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MLA

Sperber, Sonja Christina. "The Luxury Market in the Fashion Industry: A Conceptual Segmentation." Handbook of Research on Global Fashion Management and Merchandising, edited by Alessandra Vecchi and Chitra Buckley, IGI Global, 2016, pp. 156-185. https://doi.org/10.4018/978-1-5225-0110-7.ch007

APA

Sperber, S. C. (2016). The Luxury Market in the Fashion Industry: A Conceptual Segmentation. In A. Vecchi & C. Buckley (Eds.), Handbook of Research on Global Fashion Management and Merchandising (pp. 156-185). IGI Global. https://doi.org/10.4018/978-1-5225-0110-7.ch007

Chicago

Sperber, Sonja Christina. "The Luxury Market in the Fashion Industry: A Conceptual Segmentation." In Handbook of Research on Global Fashion Management and Merchandising, edited by Alessandra Vecchi and Chitra Buckley, 156-185. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-5225-0110-7.ch007

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Abstract

As competition accelerates due to the increasing pace of new developments and the continually growing number of competitors, the delimitation and unique positioning is of essential importance for fashion companies. Therefore, it is this chapter's purpose to develop a segmentation frame aligned for the luxury fashion industry, which categorizes it into distinct segments according to determined criteria. Hereby, the author emphasizes established criteria (e.g. brand loyalty, exclusivity) and current industry trends (e.g. fast fashion) in order to develop a ‘luxury fashion segmentation cube', dividing the industry into four specific segments (premium, high-end, prêt-à-porter, haute couture). The objective of this chapter is twofold: With the segmentation cube, a tool for analyzing the competitive situation within the respective segments is developed. Further, it is applied to provide insights on the required actions for obtaining a holistically oriented organizational positioning strategy within the desired segment. Concluding, theoretical and practical implications are highlighted.

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