Luxury consumer tribes in Asia: Insights from South Korea

Abstract

As a professional or student in the luxury and fashion management industry, you are probably most familiar with the term “tribe” when it is used to describe an ancient, primitive, outdated system of human social organization based on close kinship ties and close geographical proximity. Further, you may think that today tribes only exist in far-flung corners of the world, in isolated communities, barely touched by the modern world. The study of tribes, surely, is the domain of the anthropologist and documentary filmmakers for the Discovery or National Geographic television channel. What do tribes have to do with luxury brands? And what can you learn from a tribal marketing approach? These are the questions that we seek to address in this chapter. More specifically the aims of our chapter are to:.