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What women want: Creation of a luxury brand


  • Park, Judy


South Korea was first introduced to luxury brands in the 1990s. Since then, a great interest in luxury products, or myungpoom, and foreign products, called waejae, has developed. Despite the strong preference for fashion products from the United States and Europe, Sang A, a brand founded by a woman born and raised in Korea, is recognized as a myungpoom in Korea. This new luxury brand is also known for its designer handbags in the United States and is quite successful in both countries. In a comparative study of Sang A and the internationally well-known luxury brand Jimmy Choo using literary research, Internet research, field research, and interviews with Sang A bag consumers, I identified several key elements of success for the two brands: niche market targeting, storytelling, a ‘hungry attitude,’ high prices but accessible discounts, thorough management of distribution channels, and image-making through star power. This article implicates that Korean consumers have complex desires that go beyond simply wanting foreign goods.

Suggested Citation

  • Park, Judy, 2014. "What women want: Creation of a luxury brand," Business Horizons, Elsevier, vol. 57(2), pages 247-257.
  • Handle: RePEc:eee:bushor:v:57:y:2014:i:2:p:247-257
    DOI: 10.1016/j.bushor.2013.11.008

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    References listed on IDEAS

    1. Kapferer, Jean-Noël, 2012. "Abundant rarity: The key to luxury growth," Business Horizons, Elsevier, vol. 55(5), pages 453-462.
    2. Zhan, Lingjing & He, Yanqun, 2012. "Understanding luxury consumption in China: Consumer perceptions of best-known brands," Journal of Business Research, Elsevier, vol. 65(10), pages 1452-1460.
    3. Faure, Guy Olivier & Fang, Tony, 2008. "Changing Chinese values: Keeping up with paradoxes," International Business Review, Elsevier, vol. 17(2), pages 194-207, April.
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    Cited by:

    1. Chailan, Claude, 2018. "Art as a means to recreate luxury brands' rarity and value," Journal of Business Research, Elsevier, vol. 85(C), pages 414-423.

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