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Mimesis And The Nexus Of Luxury Industry In India

In: Global Luxury Trends

Author

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  • Mukta Ramchandani

Abstract

The proverb “First deserve, then desire” is not one that may comfortably be applied to the communication of brands in the luxury industry. As the world revolves around the spectrum of luxury industry and the consumers worldwide, we can relate how the communication of brands has been playing around, against this proverb. Many modes of communication are prevalent in the luxury and fashion industry, but there are certain hidden elements that strategically form the concrete stimuli of the luxury consumption.

Suggested Citation

  • Mukta Ramchandani, 2013. "Mimesis And The Nexus Of Luxury Industry In India," Palgrave Macmillan Books, in: Jonas Hoffmann & Ivan Coste-Manière (ed.), Global Luxury Trends, chapter 14, pages 201-208, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-28739-7_15
    DOI: 10.1057/9781137287397_15
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