When “Valentino” Gets Personal: Is Customization the New Luxury?

Extant research posits various positive effects of self-customization in the non-luxury sector due to consumers’ self-integration during the design process. However, with luxury-fashion, consumers value the designer’s identity (designer-essence) integrated into the designed product. Three studies show beneficial and detrimental effects of integrating self- vs. designer-essence in customizable luxury-fashion products.



Citation:

Silke Hieke, Page Moreau, and Martin Schreier (2017) ,"When “Valentino” Gets Personal: Is Customization the New Luxury?", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 31-35.

Authors

Silke Hieke, Vienna University of Economics and Business, Austria
Page Moreau, University of Wisconsin - Madison, USA
Martin Schreier, Vienna University of Economics and Business, Austria



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Sizes are Gendered: Impact of Size Cues in Brand Names on Brand Stereotyping

Kuangjie Zhang, Nanyang Technological University, Singapore
Shaobo (Kevin) Li, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore

Read More

Featured

Beyond Subjectivity: Competing Governance Regimes and the Socio-Material Construction of Rational Consumer Action

Lena Pellandini-Simanyi, Università della Svizzera Italiana

Read More

Featured

When Small Predicts Large: The Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project

Tingting Fan, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Yael Steinhart, Tel Aviv University, Israel

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.