The Mystique of Luxury Brands


Tokyo, 20-21 Sep 2019; Deadline 1 Jul

The Mystique of Luxury Brands Conference

20 – 21 September 2019
Keio University, Tokyo, Japan

Proudly hosted by
The Luxury Branding Research Centre, Curtin University and Keio University

The Mystique of Luxury Brands Conference is an event where academics and luxury industry professionals convene for academic and industry keynotes, industry panel discussion and academic paper presentations. The Mystique of Luxury Brands Conference 2019 will be co-hosted by Keio University Mita Campus, the oldest private institution of higher learning in Japan. Despite Keio’s prestigious 150 years of tradition, the university remains at the forefront of innovation in its teaching and research. Driven by its founder’s commitment to jitsugaku (empirical science), there is no better place to hold an academic conference. Further, the university’s philosophy of jiga sakko (creating history to define the future) is also reflective of very essence of luxury branding. Events planned include industry and academic keynotes, research publishing workshops, inauguration of special interest groups, an awards ceremony for the best paper, as well as networking lunch and dinner.

Japan today, much like the rest of the world, is seeing dynamic changes in luxury brand consumption. The revenue is estimated to US$27,695m in the luxury goods market in Japan during 2019. The market is expected to grow annually by 1.0% (CAGR 2019-2023). The market’s largest segment is the segment luxury fashion with a market volume of US$8,901m in 2019. Yet, consumption patterns vary across consumer segments with an increasing trend towards the consumption of less ostentatious consumer goods such as watches, bags and cars to experiential luxuries such as travel or summer homes. Subtle branding and designs are also becoming increasingly popular, reminiscent of Japan’s Zen traditions.

In a bow to the spirit of the host university and Japanese culture, this year’s conference aims to delve deeper into understanding changes in perceptions of luxury and consumer culture across a range of luxury product categories, as well as strategies that luxury brands can adopt to keep up with these changes in the region and globally.

Topics for the conference include but are not limited to:

  • Luxury brand management
  • Aesthetics and luxury brands
  • Counterfeiting in the luxury industry
  • Luxury brands and sustainability
  • Premium, prestige and masstige brands
  • Luxury retail management • Luxury cosmetics and fashion marketing
  • Luxury brands in the digital age
  • Global challenges for luxury brands
  • Beauty and luxury brands
  • Luxury food consumption
  • Authenticity in luxury branding

We also welcome suggestions for “special session” or Special Interest Group ideas that will add value to the conference. Please express your interest to us through email.

Manuscript submission:

Authors should submit a two-page extended abstract and the copyright release form to by 1 July 2019. Submissions will be reviewed by an editorial review board. Authors are assured of an expedited review process and acceptance notification so that they have ample time to make necessary visa and travel arrangements. Reviewers for the conference will judge all the manuscripts based on the general quality, clarity of presentation, and contribution to the understanding of marketing phenomena within the luxury industry. Decisions of acceptance, rejection, and/or suggested modifications (made by the Editorial Review Board and moderated by the Conference Chairs) are final.

Special issue journals:

The best abstracts accepted and presented in the conference will be invited for a full paper submission after the conference. We are proud to announce that outstanding papers will be invited to be submitted to special issues organized by prestigious indexed international journals, with fast track selection and review process. The two special issues planned for the MLB2019 are Journal of Promotion Management or Journal of Fashion Marketing and Management.

Conference fees:

USD250 per person

It is a condition of acceptance of the paper that at least one of the authors must attend the conference and present the paper. An author may NOT present more than two papers.

Formatting guidelines:

All submissions must conform to the following guidelines.

  • Title: No more than 2 lines of text
  • Font: Times New Roman 12 pt.
  • Margins: 2.5 cm all sides
  • Spacing: Single spaced, with one blank line between paragraphs
  • Page limit: No more than 2 pages long (excluding references)
  • All submissions should be in Microsoft Word format
  • The abstract should not contain name/affiliation of the submitting author

Suggested format

  1. Title
  2. Short abstract (150 words) with 3-5 keywords
  3. Introduction/Background
  4. Main body of the paper including tables
  5. Reference list (APA Referencing Guidelines)
  6. Authors need to ensure that the extended abstract does not include any information that identifies the authors. The author details should be in the copyright release form only.

Copyright release form

Please fill the form with the required details. The paper title, author names, affiliations, and name sequence cannot be changed once the paper has been accepted.

Conference webpage:

Key dates:

  • Deadline for submitting the abstract: 1 July 2019
  • Final notification of acceptance: 30 July 2019
  • Final date for registration: 15 August 2019

Note: Should the submission be based on research involving any form of sponsorship, the name of the sponsoring organisation should be declared on the front page of the final version submitted for publication in the proceedings and on the first page of the PowerPoint presentation delivered.