Perceived Uniqueness

Abstract

Increasing availability of luxury goods contradicts the rarity and scarcity at the core of luxury. This chapter discusses the element of perceived uniqueness, which is the consumer-driven counterpart of these brand management terms. Approaching the term through a consumer lens, Turunen emphasizes the role of the consumer as an interpreter: uniqueness is seen as a result of co-creation derived from consumption. Consequently, perceived uniqueness means more than simply inaccessibility and scarce distribution choices created through brand management. Turunen suggests that this element acquires its meaning content in relation to the consumption context and situation, such as special occasions or everyday use.