Season 2, Episode 1: 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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Disclaimer: The views and opinions expressed in the Luxury on Air podcast are those of the interviewees and do not necessarily reflect the official policy or position of Deloitte or the Swiss Center for Luxury Research on specific topics. The content provided is for informational purposes only and should not be construed as professional advice. Deloitte and the Swiss Center for Luxury Research do not endorse or take responsibility for any third-party content that may be referenced in the podcast. Deloitte and the Swiss Center for Luxury Research are not responsible for the accuracy or completeness of the information shared in this podcast, nor for any decisions or actions taken on the basis of this information.