Title

The Influence of Luxury Branding on Fashion, Society, and Identity

Creator

Zachakou, Eirini

Abstract

Luxury branding shapes fashion, society, and identity by symbolizing status, exclusivity, and aspiration. My essay explores key principles like heritage, craftsmanship, and personalized experiences, alongside theories such as Veblen’s conspicuous consumption and Maslow’s hierarchy of needs. It examines fashion as a social signifier and self-expression tool, analyzing how luxury brands influence self-perception and societal structures. A case study on Chanel highlights luxury's role in social stratification and cultural identity. Psychological aspects, peer influence, and digital shifts further emphasize how luxury branding impacts modern consumer behavior and evolving societal norms.

Keywords

exclusivity

identity

social influence

Subject

marketing

Date Available

May 23, 2025

Type

oral presentation

Course

MK 4146- Luxury Branding and Fashion

Instructor

Kapareliotis, Ilias

Session

Oral Presentations

Location

Art Center Auditorium

Event

Year 2025 | 9th Annual Student Research and Creative Arts Symposium