Insights into Luxury Marketing with Prof. Jacqueline Eastman
On September 16, 2024, PGDM 2023 batch students at GL Bajaj IMR attended a session titled "Marketing Communication for Luxury Experience in Consumer Behaviour" with Prof. Jacqueline Eastman from Florida Gulf Coast University. The talk explored how luxury brands connect with modern consumers through sustainability and social media.
Prof. Eastman discussed Costly Signaling Theory, explaining how brands can use sustainability—both environmental and social—to appeal to status-conscious consumers. She also highlighted the "Love Response" on social media, showing how timing, hashtags, and influencers boost engagement, with red heart reactions signaling positive sentiment.
The session covered Gen Z’s view of luxury, noting their acceptance of both traditional and non-traditional brands, and how their connection to luxury differs from previous generations. Students also learned about the diverse motivations of luxury consumers, from status-seeking to inconspicuous consumption, helping brands tailor their strategies.
#LuxuryMarketing #SustainabilityInLuxury #GenZInsights #CostlySignalingTheory #PGDM2023 #GLBajajIMR #GlobalExpertTalk
