Management of a luxury brand: dimensions and sub-variables from a case study of LVMH

Abstract

Purpose

The purpose of this paper is to develop industry specific operational definitions for marketing dimensions and sub-variables in the luxury goods industry that will contribute to the growing body of company-based research on luxury brand management.

Design/methodology/approach

Case study of a leading luxury goods conglomerate provides operational definitions and insight into best practices for management of a luxury goods brand through an in-depth historical review and analysis of variables, measures, relationships, and patterns that emerged throughout the study of the sample company.

Findings

Successes and failures of brand management for the sample company for the umbrella variables of brand strategy, growth trade-offs, and strategic planning, and their associated sub-variables, were identified in the review of literature and were analyzed, adapted, and enumerated according to findings from the case study.

Research limitations/implications

Results limited to the study of one sample company. Common themes were identified in the management of a luxury brand that can be used by researchers to study other luxury companies.

Practical implications

Variables and measures for luxury brand management were identified throughout the review of literature and verified throughout the case study as being instrumental in brand management success of a leading luxury goods conglomerate and may be relevant to other luxury companies aiming to hone their brand management strategies.

Originality/value

Luxury goods research is increasing in prominence, but the majority of this research is consumer-based. This research contributes to the growing body of company-based luxury research.

Citation

Cavender, R. and H. Kincade, D. (2014), "Management of a luxury brand: dimensions and sub-variables from a case study of LVMH", Journal of Fashion Marketing and Management, Vol. 18 No. 2, pp. 231-248. https://doi.org/10.1108/JFMM-03-2013-0041