International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 8 Issue 5
September-October 2026

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The Mechanics of Exclusivity: A Systematic Review of Reputation Building, Scarcity Management, and Consumer Desirability in Luxury Fashion Brands

Author(s) Ms. Kaya Sharma
Country India
Abstract This paper provides a secondary research synthesis of luxury houses’ long-term building, maintenance and exploitation of reputation, perceived exclusivity and consumer desirability. This review systematically searches academic literature published across major database repositories, including Emerald Group Publishing, Elsevier, Wiley Online Library, SpringerLink and Taylor & Francis, at the intersection of strategic brand management, consumer culture theory and luxury marketing economics. In this study, we utilise seminal theories, including Veblenian Conspicuous Consumption, Leibenstein’s Snob and Bandwagon Effects, Commodity Scarcity Theory, and Keller’s Brand Equity Framework, to delineate the core mechanisms underpinning the luxury branding paradox, which involves balancing the need to scale financial profitability without diluting perceived rarity.

The synthesis identifies four key determinants of persistent luxury brand desirability: historical narrative construction, artificial supply restriction, experiential spatial design and subtle status signalling (inconspicuous consumption). The report also includes a critical analysis of new disruptions to classic luxury mechanics, such as the growth of digital channels, omni-channel client engagement, sustainable luxury pressures and second-hand luxury reselling platforms. Results highlight that contemporary luxury brand equity is increasingly founded on the management of a dual paradigm of physical exclusivity and digital accessibility. Overall, this analysis offers an integrated framework for strategic brand preservation and highlights important gaps for future empirical research in luxury fashion
Keywords Perceived Exclusivity, Brand Equity, Luxury Fashion, Scarcity Management, Conspicuous Consumption, Brand Reputation, Systematic Review
Field Arts > Fashion
Published In Volume 8, Issue 5, September-October 2026
Published On 2026-10-21
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E-ISSN 2582-2160
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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