Luxury creation in fashion: dimensions from provider-perspectives

Purpose This study aims to identify the provider dimensions of luxury creation in different luxury hierarchies, seeking to empirically confirm the theoretical findings of Gummerus et al. (2023). Design/methodology/approach To this end, an exploratory, descriptive approach was used, including nonparticipant observation, semistructured interviews and a nonverbal behavior analysis of three luxury providers at different hierarchical levels in the fashion market. Findings This study applied the Gummerus et al.’s (2023) provider-perspective to luxury creation in a multicase study of the hierarchy in the luxury fashion market and expanded its subdimensions into three new ones. First, for luxury as offering characteristics, two subdimensions were identified: respect for artisans and creativity; and second, the luxury strategy based on restricted availability: knowledge creation. The search for excellence in quality not only distinguishes products on the market but also reflects values such as sustainability and exclusivity. Furthermore, the premium price, associated with rarity and exclusivity, reinforces the perception of luxury and differentiation. Originality/value This study is of value to the literature on luxury by applying the Gummerus et al.’s (2023) provider-perspective luxury creation in a multicase study of this market and by expanding its subdimensions into three new ones. In addition, this study is original in investigating luxury creation through luxury hierarchy categorization of inaccessible, intermediate and accessible luxury and providing empirical evidence about them.