The role of provenance in luxury textile brands

Abstract

Purpose

The purpose of this paper is to analyse the role that provenance holds within the luxury textiles market. It defines similarities and differences in the perception and acceptance of provenance as a key strategy for luxury textile brands in the USA and the UK. Its purpose is to establish a framework of identifiable communication strategies for future growth of the luxury brand sector.

Design/methodology/approach

The study consisted of adopting an ethnographic approach to define the role of provenance within luxury brands in the USA and the UK. Attention was focused on textile heritage labels in the USA and in Scotland, to gain insight into how historic artisanship impacts the perception of luxury and authenticity by the consumer. Interviews with key strategists were conducted, and a comparison of the discussions disseminated.

Findings

The narrative behind a product, its authenticity and provenance, are key drivers in luxury textile brands, with the perception of quality of utmost importance. Long-standing companies have interwoven provenances with their spiritual birthplaces, people and environment which can be leveraged in product introductions and branding.

Practical implications

The paper provides a framework of key features of provenance to inform practitioners on dilemmas such as de-localization, re-localization and transcendence within the luxury brand sector.

Originality/value

The paper furthers academic research by investigating contemporary issues in luxury consumer behaviour; specifically in relation to the perception of provenance. While research focuses on Western luxury textile brands and consumers, it provides reference criteria and recommendations to luxury brand strategists that can be adopted and adapted for different fields and geographic locations.

Citation

Collins, M. and Weiss, M. (2015), "The role of provenance in luxury textile brands", International Journal of Retail & Distribution Management, Vol. 43 No. 10/11, pp. 1030-1050. https://doi.org/10.1108/IJRDM-07-2014-0091