Experience as the new exclusivity: Are luxury brands redefining the perception of exclusivity?”
DOI:
https://doi.org/10.34630/tth.v6i1.7262Keywords:
Luxury, Exclusivity, Experience, Immersive Marketing, Consumer Behavior, PersonalizationAbstract
The concept of luxury has undergone significant transformations, particularly regarding how exclusivity is constructed and perceived. This article aims to critically analyze the shift from material possession to experience in contemporary luxury. Based on a critical reflection of the literature and industry practices, three key dimensions of this transformation are examined: sensory and narrative curation, the redefinition of time and access as forms of scarcity, and the central role of service and personalization as indicators of status. It is argued that this shift reflects a reconfiguration of value creation logics, in which experience becomes central to the construction of exclusivity. The study concludes that this transformation implies a redefinition of luxury communication. Finally, this article contributes to a better understanding of emerging dynamics in contemporary luxury.
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