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Luxury from Unexpected Needles: The Rise of Niche Knitwear Brands from Unconventional Markets

In: The Evolution of Luxury Brands, Volume II

Author

Listed:
  • Roxana Voicu-Dorobanţu

    (Bucharest University of Economic Studies (ASE))

  • Valentin Cojanu

    (Bucharest University of Economic Studies (ASE))

  • Ana Barbara Bobircă

    (Bucharest University of Economic Studies (ASE))

Abstract

The chapter uses a Romanian luxury knitwear brand as a pretext to explore the emergence of brands in non-traditional markets and their approach to gaining competitive advantages. The mixed-method approach consists of: (a) a presentation of the case of Amiamalia to underline the challenges, including in value chain management, of an emerging brand in the global market of luxury knitwear, (b) a non-representative consumer survey to investigate cross-market behaviour in the selected market niche, and (c) a comparison of Amiamalia's strategies with other luxury knitwear brands in countries with a rich heritage of craftsmanship (Peru, Mongolia, and Nepal). This study, embedded in the theory of competitive advantage, contributes to understanding how niche luxury brands of non-traditional origin can thrive globally while supporting local communities.

Suggested Citation

  • Roxana Voicu-Dorobanţu & Valentin Cojanu & Ana Barbara Bobircă, 2025. "Luxury from Unexpected Needles: The Rise of Niche Knitwear Brands from Unconventional Markets," Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business, in: Alkis Thrassou & Demetris Vrontis & Leonidas Efthymiou & Yaakov Weber & S. M. Riad Shams & Evangelos (ed.), The Evolution of Luxury Brands, Volume II, chapter 0, pages 273-300, Palgrave Macmillan.
    • Handle: RePEc:pal:pscchp:978-3-031-96680-4_10
    DOI: 10.1007/978-3-031-96680-4_10
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