Managing the paradox of delocalized authenticity in luxury : a conceptual model for preserving symbolic capital
(A2025-130367)

AUTHORS

BECHTEL SOKI, Université Marie et Louis Pasteur - Lab CREGO UR 7317

ABSTRACT

The luxury goods industry (fashion, wine, leather goods, jewelry...) bases its value on stories of authenticity (heritage, craftsmanship). Globalization has created a paradox : delocalized authenticity, where these narratives come into tension with industrialized production and delocalized. This conceptual research analyzes this paradox in three luxury sectors, identifying three managerial strategies : opacity, compensatory narration and glocal hybridization. It conceptualizes symbolic capital as a strategic resource in tension, and authenticity as a performative construct, opening up perspectives on post-authenticity. The research also provides managers with tools for dealing with the reputational risks associated with delocalization and industrialization.