Living the dream: Executives’ strategic decision-making and the interdependence of ‘pure’ luxury and masstige

Many companies such as Ralph Lauren and Michael Kors have had success selling both high-end luxury and middle-end ‘masstige’ brands, as consumers seek luxury labels at affordable prices. There have been studies into consumption of both luxury and masstige products, however, few inquiries have attempted to understand this phenomenon through interviews with luxury company executives. This study aimed to understand luxury executives’ perceptions of ‘pure luxury’ versus masstige in order to update current literature and theoretical frameworks. Interviews were conducted with nine ( n = 9) luxury executives. Major themes of balance and cohesion and value emerged; sub-themes and minor themes are outlined.