Popular Culture And Fashion Style: "Fashion, Style & Popular Culture is concerned with style, fashion, clothing, design, and related trends, as well as appearances and consumption as they relate to popular culture. Scholarship using and/or including: historical, manufacturing, aesthetics, marketing, branding, merchandising, retailing, psychological/ sociological aspects of dress, body image, and cultural identities, in addition to any areas topics such as purchasing, shopping, and the ways in which consumers construct identities are welcome. Papers from all research methods and disciplines are welcome. Innovative and new popular culture research, scholarship and creative works in the areas of fashion, design, style, the body and consumerism are encouraged.
This special edition of Fashion, Style & Popular Culture will focus on Luxury. Branding. This will be part of a double-size issue that will cover both Mass Branding and Luxury Branding. Today we have luxury options for nearly everything – from luxury pens to luxury hotels, and with everything else in between, including watches, jewellery,clothes, cars, yachts, upholstery, sound systems, spas, services, wines, spirits, restaurants, and so on. So what does luxury really mean? And in the context of branding, when does a brand become a luxury brand?Even though many luxury brands have a long hist.
Even though many luxury brands have a long history behind them, the term ‘luxury brands’ is a relatively new one – it was made popular by Wall Street analysts who tried to describe some of the world’s most valuable brands when they became public. Prior to this, such companies were not known as luxury brands. These companies were mostly small family businesses operated by high-quality artisans and craftspeople that had highly specialized areas of expertise for which they have obtained a global reputation by retaining prominent clients. However, in the recent years, the luxury market has expanded significantly and luxury products have become increasingly available to more and more people, and not only to the elites. This ‘classification’ of luxury has changed the basic principle of luxury itself. Reacting to this shift in market demand, new and emerging brands have started to challenge the traditional concepts of luxury and have begun to introduce novel ideas such as commercial flights to space and underwater hotels. And in a world with depleting resources, the notion of luxury may take on a whole new dimension in the future.
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