Citation
Hayes, S. (2015), "Editorial", Journal of Fashion Marketing and Management, Vol. 19 No. 4. https://doi.org/10.1108/JFMM-07-2015-0054
Publisher
:Emerald Group Publishing Limited
Editorial
Article Type: Editorial From: Journal of Fashion Marketing and Management, Volume 19, Issue 4.
Luxurious austerity
You could say this issue happened by accident. That’s not to be little all the hard work that the editorial team, and the reviewers, put in to complete an issue. No, it’s a hint at the natural way that a complete series of papers focussing on luxury occurred. We have covered this area recently with two planned special issues (17.4 and 18.2) and still there is a wealth of research for us to digest. Why is it that this aspect of the fashion business merits such interest? Could it be that in these austere times those few that hold the majority of the world’s assets feel a stronger need to show themselves as dominant? What is the allure of these luxury brands in these economic conditions? Could it be that on-line retail channels have developed to such an extent that access to luxury goods is easier and more affordable? For this we have to go back to the question of what makes an item luxurious. Are we seeing the maturing of the once emerging eastern market for luxury goods? Is it down to the success of our fashion marketers in building luxury brands that have a sustained appeal? All of these aspects are explored in this issue of JFMM as we bring together a luxuriant issue for your consumption in these times of austerity.
Steve Hayes