Product gentrification and its implications for consumers and communities

Purpose Gentrification refers to the process by which previously deprived neighbourhoods experience economic and cultural development, and the in-migration of an affluent middle- and upper-middle-class population [1]. This paper aims to introduce the concept of product gentrification, a previously unexplored dimension of the gentrification phenomenon. The main research aims are to define and conceptualise the notion; (b) identify its main consequences for consumers, companies and communities; and describe the distinct processes of industry-led and market-led gentrification. Design/methodology/approach In this paper, the authors adopt a case study approach and present three illustrative vignettes of three gentrified consumer offerings (thrift stores, comic-con events and Korean kimchi). The three vignettes were developed using both secondary (literature and case studies) and primary data (30 face-to-face interviews). Although the three vignettes are used for illustrative purposes, they offer useful insight on the newly introduced concept. Findings The findings confirm the proposed framework on how the product gentrification process occurs and identify its main consequences, i.e. higher prices that exclude traditional buyers, cultural appropriation, reinforced neighbourhood gentrification and capacity–demand imbalances. Research limitations/implications The findings contribute to the gentrification literature by offering insight on a newly introduced dimension, i.e. product gentrification. Practical implications This paper has important implications for companies and policymakers, as it explains in detail how market and social forces allow or even cause product gentrification. It also offers insight on how its negative societal implications can be mitigated. Social implications This research has important implications for companies and policymakers, as it highlights how market and social forces enable, or even drive, product gentrification. It also offers insight on how its negative societal implications can be mitigated. Originality/value To the best of the authors’ knowledge, this paper is the first to introduce and comprehensively conceptualise the very important phenomenon of product gentrification.