Luxury perfume brands and millenial consumers

Aileen Stewart*, Lindsey Carey

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

3 Citations (Scopus)

Abstract

Stewart and Carey offer a social exploration of the Millennial consumer relationship with luxury perfume brands. Focusing on the background of the perfume industry and the current market environment the chapter offers an understanding of the millennial consumer and their connection to luxury perfume brands. This leads to the examination of the symbolism used by the luxury perfume brands, Consumer Brand Relationship (CBR) and connections to brand loyalty. Stewart and Carey explore these factors through the use of industry professionals and specialist sales consultants as a way of gaining direct industry insight. Finally, conclusions highlight ‘lifestyle tribes’ where emotion and hedonic factors are more important, are key aspects to millennial consumers buying habits of luxury perfume brands.

Original languageEnglish
Title of host publicationUnderstanding Luxury Fashion: From Emotions to Brand Building
EditorsIsabel Cantista, Teresa Sádaba
PublisherPalgrave Macmillan
Chapter7
Pages147-173
Number of pages27
ISBN (Electronic)9783030256548
ISBN (Print)9783030256531
DOIs
Publication statusPublished - 2020

Publication series

NamePalgrave Advances in Luxury
ISSN (Print)2662-1061
ISSN (Electronic)2662-107X

Keywords

  • Luxury fragrance
  • Millennials
  • Consumer behaviour

ASJC Scopus subject areas

  • Marketing
  • Business, Management and Accounting (miscellaneous)
  • Sociology and Political Science
  • Social Psychology

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