I am wrapping up the first half of my research activity this year with the Gamma Conference in Hong Kong. Held at the Grand Hyatt Hotel, the conference offered me the opportunity to catch up with marketing colleagues and the latest trends in luxury research.
-country of origin (COO) is still very much a field of interest, with studies further exploring the influence of ownership on brand authenticity, and generational differences towards specific “made ins”.
– corporate sustainability and environmentalism are examined as having potential moderating effects on luxury value delivery, and customer perceptions around excellence or brand trust.
– artification and collaborations are valuable strategies for brands to build their cultural currency
-other papers are consolidating knowledge on specific current issues such as the Russian fashion market evolution after the exit of Western luxury brands, and the different growth strategies pursued by the luxury conglomerates and independent brands, as studied through their yearly financial statements.
I contributed to the section on Retail transformation & Consumer behaviour with a reflection on how technology is being implemented in art and luxury physical venues.