| Titre : | How can luxury brands keep their legitimacy and rarity while facing the emergence of e-commerce: a focus on millennials | | Type de document : | texte imprimé | | Auteurs : | Yue Zhao, Directeur de thèse ; Léa Salandra, Candidat ; Marie Thévenet Defontenay, Auteur | | Année de publication : | 2018 | | Note générale : | mémoire | | Langues : | Anglais (eng) | | Catégories : | Commerce électronique
Industrie du luxe secteur
Jeune
Produit de luxe
| | Mots-clés : | luxury industry rarity luxury online e-commerce millennials luxury opportunities | | Index. décimale : | 658.8 Gestion de la distribution (Marketing) | | Résumé : | Purpose - The luxury industry is very different from any other industry mostly due to its codes and to values that are core to its essence : rarity and authenticity. Yet as any industry, the luxury sector is facing the challenge of e-commerce. The incompatibility between the internet and luxury have been commonly assumed, but the reality demonstrates that e-commerce is growing at a rapid pace within the luxury sector achieving 9% market share in 2017 and experiencing a 24% growth compared to 2016. This creates an unavoidable managerial challenge for luxury brands. Therefore, the purpose of this paper is to question the perceived impact of e-commerce, which by nature is designed to be accessible to all, on luxury brand’s rarity and authenticity.
Research question – How can luxury brands keep their legitimacy and rarity while facing the emergence of e-commerce: a focus on millennials.
Methodology - Based on literature review and a mixed methodology design – e.g. qualitative and quantitative - researchers tackle the numerous challenges of the research topic. The choice of the methodology is explained by the importance to adopt both a customer and a managerial point of view. Quantitative data used in the paper were gathered through an online survey and totalise 218 respondents, most of them being Millennials. Respondents answered five-point Likert scale taken from existing literature; and results were analysed with SPSS software and SmartPLS. Qualitative data were collected through semi-structured interviews, with a total of 6 interviewees.
Findings - The research reveals that evaluation of the e-shop influence the perceived rarity of luxury brand. The better the online experience is, the less impacted is the perceived rarity, here the coefficient is negative. However, researchers have found that the motivations and the previous online purchasing experience do not moderate this relation. To interviewees it is mandatory to offer customers an extraordinary experience online and according to them, the use of e-commerce as a distribution channel is no longer a question but a self-evidence, and even if e-commerce and luxury are by essence antagonist, today, they seem to get along well without any damage on perceived rarity. | | Note de contenu : | PART 1: Theoretical framework
I. Concept of luxury
a. The essence of luxury
b. Scarcity : inherent to the concept of luxury
c. Motivations toward luxury purchase
d. New challenges redefining the concept of luxury
II. E-commerce and rarity
a. Internet and luxury main paradox
b. The distribution dilemma
c. Approaches to maintained perceived rarity online
III. Online retailing: a growing reality
a. E-commerce is gaining momentum
b. Luxury consumers appetence for online shopping
c. New actors redefining the rules
IV. Luxury online : main challenges
a. Advantages and drawbacks of shopping luxury online
b. The challenge of online luxury experience
V. New consumer segment : Millennias, a reality ?
a. Characteristics and main expectations toward luxury brands
b. Demographics
c. Consumer behaviour
d. Attitude toward luxury
e. Attracting Millennials : a necessity
|
How can luxury brands keep their legitimacy and rarity while facing the emergence of e-commerce: a focus on millennials [texte imprimé] / Yue Zhao, Directeur de thèse ; Léa Salandra, Candidat ; Marie Thévenet Defontenay, Auteur . - 2018. mémoire Langues : Anglais ( eng) | Catégories : | Commerce électronique
Industrie du luxe secteur
Jeune
Produit de luxe
| | Mots-clés : | luxury industry rarity luxury online e-commerce millennials luxury opportunities | | Index. décimale : | 658.8 Gestion de la distribution (Marketing) | | Résumé : | Purpose - The luxury industry is very different from any other industry mostly due to its codes and to values that are core to its essence : rarity and authenticity. Yet as any industry, the luxury sector is facing the challenge of e-commerce. The incompatibility between the internet and luxury have been commonly assumed, but the reality demonstrates that e-commerce is growing at a rapid pace within the luxury sector achieving 9% market share in 2017 and experiencing a 24% growth compared to 2016. This creates an unavoidable managerial challenge for luxury brands. Therefore, the purpose of this paper is to question the perceived impact of e-commerce, which by nature is designed to be accessible to all, on luxury brand’s rarity and authenticity.
Research question – How can luxury brands keep their legitimacy and rarity while facing the emergence of e-commerce: a focus on millennials.
Methodology - Based on literature review and a mixed methodology design – e.g. qualitative and quantitative - researchers tackle the numerous challenges of the research topic. The choice of the methodology is explained by the importance to adopt both a customer and a managerial point of view. Quantitative data used in the paper were gathered through an online survey and totalise 218 respondents, most of them being Millennials. Respondents answered five-point Likert scale taken from existing literature; and results were analysed with SPSS software and SmartPLS. Qualitative data were collected through semi-structured interviews, with a total of 6 interviewees.
Findings - The research reveals that evaluation of the e-shop influence the perceived rarity of luxury brand. The better the online experience is, the less impacted is the perceived rarity, here the coefficient is negative. However, researchers have found that the motivations and the previous online purchasing experience do not moderate this relation. To interviewees it is mandatory to offer customers an extraordinary experience online and according to them, the use of e-commerce as a distribution channel is no longer a question but a self-evidence, and even if e-commerce and luxury are by essence antagonist, today, they seem to get along well without any damage on perceived rarity. | | Note de contenu : | PART 1: Theoretical framework
I. Concept of luxury
a. The essence of luxury
b. Scarcity : inherent to the concept of luxury
c. Motivations toward luxury purchase
d. New challenges redefining the concept of luxury
II. E-commerce and rarity
a. Internet and luxury main paradox
b. The distribution dilemma
c. Approaches to maintained perceived rarity online
III. Online retailing: a growing reality
a. E-commerce is gaining momentum
b. Luxury consumers appetence for online shopping
c. New actors redefining the rules
IV. Luxury online : main challenges
a. Advantages and drawbacks of shopping luxury online
b. The challenge of online luxury experience
V. New consumer segment : Millennias, a reality ?
a. Characteristics and main expectations toward luxury brands
b. Demographics
c. Consumer behaviour
d. Attitude toward luxury
e. Attracting Millennials : a necessity
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