Customization in Luxury Brands: Can Valentino Get Personal?

Luxury brands have started to offer consumers the opportunity to customize their exclusive products by making certain aesthetic decisions, such as the color, fabric, or cut of their products

C. Page Moreau; Emanuela Prandelli; Martin Schreier; Silke Hieke

2020

Scholarcy highlights

  • Luxury brands have started to offer consumers the opportunity to customize their exclusive products by making certain aesthetic decisions, such as the color, fabric, or cut of their products
  • The majority of focal products in these studies fall outside the luxury segment
  • Through a series of four experiments, the authors demonstrate that luxury brands can benefit from customization but they can take customization too far
  • Their findings suggest that brand managers should allow consumers to make fewer design decisions for luxury versus mainstream brands to preserve the signal value created by the designer

Need more features? Save interactive summary cards to your Scholarcy Library.