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Like Mother Like Daughter: Intergenerational Transmission of Luxury Brands

Author

Listed:
  • Morgane Noirot

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Aurélie Kessous

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

This article examines the intergenerational transmission of luxury brands between mothers and daughters through a qualitative study based on 20 semi-structured interviews with 10 dyads. We analyze how inherited luxury items serve as emotional and identity 'anchors,' strengthening the feeling of groundedness and familial heritage. Additionally, a projective AOL (Album-On-Line) analysis is underway to delve into the conscious and unconscious representations. Preliminary findings reveal that luxury objects embody values of tradition, memory, and responsibility, with a multidimensional PRV (utilitarian, emotional, and financial) that positions them as long-term investments. This transmission process extends beyond material transfer, aligning with sustainability and circularity principles and encouraging a more intentional consumption. We also introduce a fifth phase, projection, allowing future generations to reinterpret these inherited objects according to their own values. From a managerial perspective, this article suggests that luxury brands develop transgenerational strategies, such as mother-daughter collections and restoration services for heritage items, to enhance PRV and deepen consumer attachment within a sustainable framework.

Suggested Citation

  • Morgane Noirot & Aurélie Kessous, 2025. "Like Mother Like Daughter: Intergenerational Transmission of Luxury Brands," Post-Print hal-04980950, HAL.
    • Handle: RePEc:hal:journl:hal-04980950
    as

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