Perceived Luxury Brand Identity: An empirical study on why streetwear fashion brands are starting to be perceived as luxury

Abstract

The purpose of the research is to give a contribution to academic literature, studying the intersection between modern luxury, brand identity and fashion. A single-case study of the streetwear fashion brand Supreme, has allowed the researchers to collect insights from fashion enthusiasts and shop owners, trying to understand the reasons behind the skyrocketing popularity of the brand. The findings convey a need to create new themes defining why consumer perceive a brand as luxurious, leaving space to future considerations. Upon these themes, the authors define a new term, “Perceived Luxury Brand Identity”, not only contributing to the academic literature but also providing a useful tool for brand managers