Anti-Laws of Luxury Fashion Marketing
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Luxury brands such as Louis Vuitton, Chanel, Prada, and Hermès embrace unique elements such as creative vision, symbolic power, heritage, rarity, and exclusivity on the basis of marketing strategies. While traditional marketing strategies may not be suited for luxury products, Kapferer and Bastien (2012) address 24 anti-laws the luxury sector maintains for its pricing power and profitability. These anti-laws reject conventional marketing practices such as target marketing, positioning, market research, celebrity endorsement, promotion, volume growth, and selling on the Internet. To help students attain a concrete understanding of the 24 anti-laws of luxury marketing and an ability to apply them to luxury fashion brands, a group project (a group of two) was developed in the upper-level luxury fashion brand management course in the Fashion Merchandising and Design program.