Limiting the Scope of Luxury Products
Founder-independent vs. Founder-dependent Luxury Products Founder-independent Luxury Products
No…
• Only founder-independent luxury products are considered, which means that the existence of brands and the manufacturing of products should not depend on the life of their creators. The manufacturers of luxury products should possess a distinct brand personality and at least the capacity for infinite business operation.
• Although an artist could become a brand, these requirements are not fulfilled as he or she may only create founder-dependent products. Compared to other products, the luxury art market follows very specific rules and therefore forms a distinct luxury segment.
• The same is true for other industry segments such as (star) architect offices and the relatively complex and fast- changing market of (fashion) designer products.
Source:
www.alexandervethers.com,
http://www.margarethe-illustration.com, Heine, K., The Concept of Luxury Brands, TU Berlin,
www.conceptofluxurybrands.com.
Technische Universität Berlin Department of Marketing Professor Dr. V. Trommsdorff
Klaus Heine – The Concept of Luxury Brands 27
Founder-dependent Luxury Products
Founder-dependent luxury by Alexander Vethers
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