Luxury brand personality: the phenomenon of Taylor Swift

Purpose This purpose of the study is to examine whether Taylor Swift meets the criteria of a luxury brand and how this perception contributes to the evolving understanding of the concept of "new luxury." It is also explores how luxury brands can effectively leverage personal branding to strengthen brand legitimacy and differentiation. More specifically, this study discusses the perceived brand personality from the viewpoint of Gen Z fans of Taylor Swift. Design/methodology/approach This study adopted a grounded theory qualitative method approach to data collection and analysis. A sample of 34 Gen Z self-proclaimed Taylor Swift fans participated in semi-structured interviews. Findings Findings show that Taylor Swift adeptly merges an understated luxury strategy, characterized by her rather modest and humble persona, with an elitist approach, cultivating a sense of exclusivity among her fans. Responses have shown that Taylor Swift has added a layer to "new luxury" by making it "selectively aspirational," where insider knowledge defines status rather than price alone. The phenomenon of Taylor Swift also demonstrates that a key strategy for building brand legitimacy among Gen Z is personal storytelling centered around life-defining experiences of the brand persona. Originality/value Taylor Swift's transformation into a luxury brand is a striking example of effective personal branding. The transferable learnings provide insightful lessons for luxury brands on constructing powerful personal brands as a cornerstone for future growth.