Manchester Metropolitan University's Research Repository

    New Luxury Ideologies: A Shift From Building Cultural to Social Capital

    Huggard, Emily, Lonergan, Patrick ORCID logoORCID: https://orcid.org/0000-0002-9281-2553 and Overdiek, Anja (2023) New Luxury Ideologies: A Shift From Building Cultural to Social Capital. Fashion Theory, 27 (4). pp. 555-579. ISSN 1362-704X

    Published Version
    Available under License Creative Commons Attribution Non-commercial No Derivatives.

    Download (927kB) | Preview


    This paper helps academics and practitioners understand the shift from traditional to new ideologies in luxury fashion. By tracing the workings of traditional luxury ideologies and unpacking the impact of digital and social media, the article explains why social capital has become a primary resource for brands and a core constituent of new luxury ideologies. It also unveils three traits of brands building social capital which might be of prime influence, and illustrates them in three case studies with luxury fashion brands Gucci, Noah and Pyer Moss. Academics can build on the findings with further theoretical development. We also raise important implications for marketing practitioners, who can rely on such for building stronger luxury brands.

    Impact and Reach


    Activity Overview
    6 month trend
    6 month trend

    Additional statistics for this dataset are available via IRStats2.


    Repository staff only

    Edit record Edit record