| Titre : |
How can luxury brands engage in e-commerce while preserving their product scarcity and the premium customer experience? |
| Type de document : |
Mémoire |
| Auteurs : |
Sofia FATES, Auteur |
| Année de publication : |
2022 |
| Importance : |
28 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
MARQUE ; INDUSTRIE DU LUXE SECTEUR ; IMAGE DE MARQUE ; INTERNET
|
| Résumé : |
E-commerce has been booming for a few years now, made up of giants which have made ecommerce their core business: the pure players or the click-and-mortar. Although most brands have taken to it, there are still exceptions, especially in the luxury sector, where an large number of luxury brands are still reluctant to integrate e-commerce in their distribution strategy. Indeed, starting to sell articles on websites where everyone can have access to their product could jeopardize the notion of exclusivity, so precious for them. The purpose of this paper is to understand what aspects are the most important and essential to luxury shoppers during their buying process and how important the notion of scarcity and exclusivity is to them. This will give us guidance to advise brands on how to manage these notions if they intend to engage in e-commerce. To answer this, a qualitative study was conducted: 7 female and 3 male respondents, aged 25 to 55 who already bought or might buy a luxury item in future have been interviewed. It has been shown that online luxury shoppers are very attached to the notion of exclusivity and need to feel privileged even during a behind the screen experience. Although most respondents found the in-store experience to be far inferior to the online experience in terms of service, prestige and recognition, it was demonstrated that a luxury brand today should engage in e-commerce for business, and modernization reasons and to remain closer to their customers, but by respecting specific luxury codes to remain exclusive. All in all, this paper aims to give guidance on how luxury brand can take advantage of ecommerce, by keeping the historical and key attributes of a luxury brand, namely their product scarcity and their customer experience. |
| Programme : |
MSc Digital Expertise for Marketing |
| Spécialisation : |
Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572747 |
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How can luxury brands engage in e-commerce while preserving their product scarcity and the premium customer experience? / 2022 
