Episode 9: Making geek chic – the fusion of luxury and pop culture with University of Southern California

How the relevance of popular icons and symbols are elevated by luxury brands

Felicitas speaks to Professor Rob Kozinets about why luxury brands associate themselves with popular culture icons from comic book characters to cult Netflix series. The two discuss why consumers look to these artistic, yet unlikely couplings, as a way to find meaning and purpose for their own values and identity.

LinkedIn

Rob Kozinets: https://www.linkedin.com/in/robert-v-kozinets-4827a2/

Felicitas Morhart: www.linkedin.com/in/felicitasmorhart/

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