Luxury perfume brands and the relationship with millennial consumers in the UK

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)

Abstract

Stewart and Carey offers 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 Sadaba
PublisherPalgrave Macmillan
ISBN (Electronic)9783030256548
ISBN (Print)9783030256531
Publication statusPublished - 10 Dec 2019

Publication series

NamePalgrave Advances in Luxury

Keywords

  • luxury perfume brands

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  • Cite this

    Stewart, A., & Carey, L. (2019). Luxury perfume brands and the relationship with millennial consumers in the UK. In I. Cantista, & T. Sadaba (Eds.), Understanding Luxury Fashion: From Emotions to Brand Building (Palgrave Advances in Luxury). Palgrave Macmillan.