A Study on the Alchemy of Luxury: Growth, Ethics, & Challenges

Author(s)	Aditi A Singhvee, Kunal T Mehta, Gaurav M, Shilpa Mary
Country	India
Abstract	This study explores the evolving concept of luxury in the digital age through three key areas. Firstly, it examines ethical and sustainable luxury, analyzing motivations, strategies, and impacts of responsible brands. Secondly, it delves into growth strategies in the online sphere, exploring digital marketing tools, influencer collaborations, and adaptations to changing consumer values. Thirdly, it addresses the challenge of protecting brand essence in the gray market, quantifying the prevalence of counterfeits and exploring innovative authentication strategies. The study aims to provide a comprehensive understanding of how luxury brands navigate the intersection of sustainability, digital marketing, and brand protection to remain relevant and resilient.
Keywords	Luxury, Sustainable, Trends, Digital Marketing, Counterfeit Goods
Field	Arts > Fashion
Published In	Volume 6, Issue 2, March-April 2024
Published On	2024-04-04
Cite This	A Study on the Alchemy of Luxury: Growth, Ethics, & Challenges - Aditi A Singhvee, Kunal T Mehta, Gaurav M, Shilpa Mary - IJFMR Volume 6, Issue 2, March-April 2024. DOI 10.36948/ijfmr.2024.v06i02.16208
DOI	https://doi.org/10.36948/ijfmr.2024.v06i02.16208
Short DOI	https://doi.org/gtp8ms

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International Journal For Multidisciplinary Research