The Decline of Care in Luxury Retail

This critical research proposal investigates how the perceived decline in in-store service and sales professionalism is reshaping consumer loyalty within the middle-luxury sector. Using qualitative, interpretivist methods, the study explores how emotional connection, cultural expectation, and service experience influence modern luxury value beyond product alone.

The project positions service not as a function, but as a core brand strategy, challenging luxury to reconnect with care, presence, and human connection.