Starjournal Quotation Moreau, Page, Prandelli, Emanuela, Schreier, Martin, Hieke, Silke. 2020. Customization in Luxury Brands: Can Valentino Get Personal? Journal of Marketing Research (JMR). 57 (5), 937-947.




Luxury brands have started to offer consumers the opportunity to customize their exclusive products by making certain aesthetic decisions, such as the color, fabric, or cut of their products. A robust finding in the marketing literature is that consumers place a greater value on customized than on standard products because these unique products better fit and communicate their tastes, preferences, and identity. However, the majority of focal products in these studies fall outside the luxury segment. The authors demonstrate that consumers’ customization preferences differ between mainstream and luxury brands. In the luxury segment, consumers pay a premium for the designer’s expertise and the status that it can convey. As such, the consumers’ desire for self-expression can potentially erode the product’s signaling value. Through a series of four experiments, the authors demonstrate that luxury brands can benefit from customization but they can also take customization too far. Their findings suggest that brand managers should allow consumers to make fewer design decisions for luxury versus mainstream brands to preserve the signal value created by the designer.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of Marketing Research (JMR)
Citation Index SSCI
WU Journalrating 2009 A+
Starjournal Y
Language English
Title Customization in Luxury Brands: Can Valentino Get Personal?
Volume 57
Number 5
Year 2020
Page from 937
Page to 947
Reviewed? Y
Open Access N


Schreier, Martin (Details)
Hieke, Silke (Former researcher)
Moreau, Page (University of Wisconsin, United States/USA)
Prandelli, Emanuela (Bocconi University, Italy)
Institute for Marketing Management IN (Details)
Marketing DP (Details)
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