The fine line between localization and cultural appropriation in personal luxury goods: An exploratory study

Luxury companies have often been exposed to criticism stemming from the use of local cultural codes. This paper investigates the meaning and risks of Cultural Appropriation (CA) in Personal Luxury Goods (PLG). Findings from the case study analysis reveal that respect, giving credit, and research bas...

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Bibliographic Details
Published in:Strategic change 2022-09, Vol.31 (5), p.487-496
Main Author: Lojacono, Gabriella
Format: Article
Language:English
Subjects:
Cultural appropriation
Localization
Luxuries
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Summary:Luxury companies have often been exposed to criticism stemming from the use of local cultural codes. This paper investigates the meaning and risks of Cultural Appropriation (CA) in Personal Luxury Goods (PLG). Findings from the case study analysis reveal that respect, giving credit, and research based on local collaborations can help companies continue to be inspired by other cultures without running the risk of appropriation.
ISSN:1086-1718
1099-1697
DOI:10.1002/jsc.2519