New_Luxury_Positions.pdf

The study proposes a complex framework of luxury values to identify new market positions in the luxury industry, introducing a value-fusion model based on multidimensional value connectivity, hyper-personalized identity design, and price acceptance mechanisms. Using a multidisciplinary approach integrating aesthetic intelligence, artificial intelligence, and network theory, the research explores profitable growth by maximizing consumer emotions. Reviewing 144 academic sources, it highlights paradoxical luxury values and their roots in metamodern oscillatory dualism, focusing on their identification, systematization, and psychological impacts on consumer experiences. The study examines how value-fusion systems influence consumer perceptions, identity formation, and brand expansion through consumer journey design. Integrating dual values - tradition and innovation, private and communal, physical and digital - is shown to foster competitive market positions. Findings emphasize the importance of value network development and personalized experiences in future luxury industry strategies. The paper highlights the role of technology-driven personalization using authentic data and anticipates that deeper exploration of value fusion and hyper-personalized identity design will point the way for future empirical research directions.