Resumo

Drawing on Constructivist Market Studies, this article assumes that fashion is performed by abstract spheres and objects, admitting an internal dynamic, organized by processes and arrangements of actors. Thus, this article aims to describe how luxury is framed in the fashion market, specifically, this work depicts luxury agencing practices in the small and medium-size fashion enterprises (SMFEs).

This article aims to describe how luxury is framed in the small and medium-size fashion enterprises. In this sense, it focuses on the demand for knowledge of luxury markets in emerging economies, highlighted by Kapferer and Valette-Florence (2019), exploring the dynamism of the markets, this work depicts luxury agent practices in the fashion market.

The socio-material elements are endowed with routines and functions that make markets manageable and endue them with capacities that influence the shaping of several everyday actions (Fuentes and Sörum, 2019).

It was developed a multi-case study using non-participant observations, nonverbal behavioral notations and semi-structured interviews between August 15th and October 22th of 2018. There were used cases in this study, and they were selected through the Maximum Variation Sampling Method category.

The results reveal thirteen practices enacted in the luxury agencing: distinction, transmit identity, support causes, preserve trends, generate knowledge, experience, generate superiority, value traditions, encourage justice, enable creativity, value diversity, provide authenticity and provide trends. The article also emphasises the framings and overflows in the fashion market, highlighting the practical perspective of the various luxury perspectives.

This article shows that material elements are active agents in market agencing and reveals that practices are an integral part of the luxury hierarchy, that is, of the luxury process of agencing in the fashion market.

Cochoy, F. (2020). Open-display and the ‘re-agencing’of the American economy: Lessons from a ‘pico-geography’of grocery stores in the USA, 1922–1932. Environment and Planning A: Economy and Space, 52(1), 148-172. Kapferer, J. N., & Valette-Florence, P. (2019). How self-success drives luxury demand: An integrated model of luxury growth and country comparisons. Journal of business research, 102, 273-287.