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Titre : |
How did e-commerce become in a decade a major performance challenge for the luxury brands? |
Type de document : |
Mémoire |
Auteurs : |
Margaux GRISLAIN, Auteur |
Année de publication : |
2020 |
Importance : |
22 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COMMERCE ELECTRONIQUE ; MARQUE ; PRODUIT DE LUXE
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Résumé : |
Would you buy a luxury car online? Would you buy a luxury car without trying it out?
Personally, and like many Western consumers, I am convinced that luxury is not actually "luxury" when bought online. I associate the pleasure of buying to the product itself but also to the experience of physically entering the brand's universe, to see the desired product and to be able to try it out. This is confirmed by a Belgian study by Angy Geerts and Nathalie Veg-Sala, in which almost all respondents were reluctant to buy luxury products online. Yet somewhere in the world in 2016, in just 18 seconds 100 Maserati cars were sold for $100,000 each on the Alibaba website
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Programme : |
PGE-Rouen |
Spécialisation : |
Wine and Luxury Marketing |
Permalink : |
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