Abstract
With the trend of younger consumers in the luxury market, an increasing number of luxury brands are turning their attention to the demands of the younger generation. Facing such a dynamic market environment, heritage luxury brands are in need of exploring how to find a balance between their traditions and the preferences of young consumers. Research into luxury marketing has examined the efforts of various brands and analysed their effectiveness, acknowledging the importance of cultural capital in the management of luxury brands. However, due to the unique heritage and innovative needs of certain established luxury brands, it remains crucial to study their historical trajectories and how they interact with the broader cultural context that has not been considered as ‘mainstream’ before. This developmental paper emphasises the transformation of brand culture into a form of capital within the luxury sector and highlights the significance of the historical paths of two quintessentially British luxury brands during the era of British subcultural development. It also proposes that historical analysis will play a pivotal role in this research and guide the future work for this research from now on.