From commercial product to art piece: luxury in the search of virtual exclusivity

Abstract: Thesis purpose: The purpose is to identify what opportunities the approach to art on Instagram offers luxury brands to sustain their exclusivity in an age of mass production. Theoretical Perspective: Pierre Bourdieu’s (1984) cultural capital, legitimate culture and Kapferer and Bastien’s (2012) anti-marketing rules and the artification of luxury are the main sources of theory used to develop the analysis. Methodology/Empirical Data: This is a qualitative study using primary data collected through netnography, and secondary data collected through the existing literature review. The study is conducted through a discursive analysis. Findings/Conclusion: Five micro discourses play a crucial role in redefining luxury as art through communication and developing the artification of luxury macro discourse on Instagram. Practical Implication: The thesis provides managers and academics with the framework that serves as an analytical tool to evaluate the current communications of brands and plan further communication strategies with the brands aiming to reach the same purpose.