‘New’ Luxury or Off-Canon Luxury: A Compendium for the Changing Definition of Classical Luxury

Authors : Aylin Ecem Gürşen

Pages : 240-263

Doi:10.17336/igusbd.1104383

View : 41 | Download : 73

Publication Date : 2024-05-17

Article Type : Research Paper

Abstract :This study aims to present a review for understanding the changing definition of luxury consumption. The ‘new’ luxury concept is shaped by democratization, globalization, sustainability, and meeting luxury with non-western societies. Although the first footsteps of new luxury began to be heard in the early 2000s, studies on this subject started to increase after 2010. This review focuses on 129 studies carried out in 2010-2021 to explain new luxury concept. It was concluded that ‘attainable luxury’, ‘creatable luxury’, ‘sustainable luxury’ and ‘rental (shareable) luxury’ can be components of new luxury. Accordingly, a framework was created, and adjacent keywords were presented with references. Finally, a research agenda for this ‘new’ luxury trend was presented. In contrast to the current many literature reviews on luxury treating the issue as a conservative and classical concept, this study focuses on the ‘new luxury’ and its potential horizons.
Keywords : yeni lüks, Tüketici Davranışı, Lüks, Lüks Tüketim, Lüks Pazarlama