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Legendary luxury brands: inventing the future by reaching to the past

Author

Listed:
  • Gregory S. Carpenter

    (Kellogg School of Management, Northwestern University)

  • Xavier Barlier

    (Maison Marques and Domaines)

Abstract

Unlike many other brands, luxury brands can enjoy remarkably enduring success. This paper presents an interview with a senior executive responsible for marketing Maison Louis Roederer’s champagnes, including the legendary Cristal, in the United States for the last 20 years. We explore the differences between luxury and mass-market brands, the role of creative vision, how brands remain relevant through innovation while remaining faithful to their history, and how luxury brands create passionate buyers who seek to be a part of the brand, not simply consumers of the brand. We conclude with a discussion of the implications for market orientation, understanding consumers as fans, and other future research topics.

Suggested Citation

  • Gregory S. Carpenter & Xavier Barlier, 2021. "Legendary luxury brands: inventing the future by reaching to the past," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 464-470, December.
    • Handle: RePEc:spr:amsrev:v:11:y:2021:i:3:d:10.1007_s13162-021-00207-x
    DOI: 10.1007/s13162-021-00207-x
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    References listed on IDEAS

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    1. Kumar, Nirmalya & Scheer, Lisa & Kotler, Philip, 2000. "From market driven to market driving," European Management Journal, Elsevier, vol. 18(2), pages 129-142, April.
    2. Schouten, John W & McAlexander, James H, 1995. "Subcultures of Consumptions: An Ethnography of the New Bikers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(1), pages 43-61, June.
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