The Evolution of Distribution in the Luxury Sector

2021 ◽  
pp. 1-21
Author(s):  
Fabrizio Mosca ◽  
Elisa Giacosa ◽  
Luca Matteo Zagni
Keyword(s):  
Distribution Channel ◽  
Active Management ◽  
Luxury Brands ◽  
Distribution Models ◽  
Luxury Goods ◽  
Physical Channel ◽  
Symbolic Value ◽  
Market Coverage ◽  
Luxury Market ◽  
Direct Distribution

In today's competitive environment, it is highlighted how the digital channel has over the years become an important distribution channel for goods with a high symbolic value. During its development, it has taken on characteristics very similar to the physical channel with direct distribution models, created through active management of e-commerce sites by luxury brands, and indirectly with the presence of specialized intermediaries by product or multi-brand, often very innovative. Goods that belong to a segment of the luxury market defined as “not affordable” tend to make use of the digital channel more aimed at strengthening the heritage and elite characteristics of the brand. On the other hand, the brands of the “affordable” luxury goods approach the digital channel with a more economically return-oriented perspective, also using intermediaries that allow a higher percentage of market coverage.

scholarly journals The Object and Art of Luxury Consumption

2016 ◽  
Author(s):  
Mike Featherstone
Keyword(s):  
Luxury Brands ◽  
Luxury Consumption ◽  
Luxury Goods ◽  
Artistic Production ◽  
Art Objects ◽  
Luxury Market ◽  
The Prestige

This chapter looks at two dynamics of luxury — the ‘democratisation’ of luxury, which occurs when such goods are made more widely available; and the rebranding of luxury goods as art objects, which emphasize their value in how unique and exclusive they are. The expansion of the luxury market and the more general ‘democratisation of luxury’ not only means that luxuries are everywhere, it also creates pressures to develop even more exclusive goods, stimulating ultra-luxury brands and the bespoke luxury market. Moreover, if it is possible for the luxury house to appropriate the aura of the artist and artistic production, then the prestige of their goods will necessarily rise. In exploring these tensions, the chapter looks at the broader issues of access to luxuries, the sustainability of their production, their just distribution, and the possibility of a space beyond.

Perceptions And Attitudes Towards Luxury Brand Products

GIS Business ◽  
2019 ◽  
Vol 14 (5) ◽  
pp. 45-53
Author(s):  
R. SATHYADEVI ◽  
R. ASWINI
Keyword(s):  
Luxury Brands ◽  
Related Factors ◽  
Luxury Goods ◽  
Luxury Brand ◽  
Perceptions And Attitudes ◽  
Actual Growth ◽  
Luxury Products ◽  
The Rich ◽  
Luxury Market ◽  
And Behavior

As consumers satisfy their feelings of pleasure and gratification through the luxury goods, the available luxury products will also continue to enhance its charm for consumers. The rich have no more a monopoly on the luxury goods. One of the most important factors leading to the actual growth of the luxury market is the introduction of luxury goods to the middle and upper-middle class. The present study attempted to analysis the knowledge, affection and behavior related discernment of the consumers on the luxury products.  For obtaining the objectives, the study adopted questionnaire to collect the data from the customers. The study collected data from the customer, who visiting the shopping malls for buying the luxury brand products. T  Test used to present the collected opinion of the consumers.  The study highlighted that most of consumers are depend with affect related factors to luxury brands compared with knowledge and behavior based factors.

Pre-loved luxury: identifying the meanings of second-hand luxury possessions

2015 ◽  
Vol 24 (1) ◽  
pp. 57-65 ◽  
Author(s):  
Linda Lisa Maria Turunen ◽  
Hanna Leipämaa-Leskinen
Keyword(s):  
Luxury Brands ◽  
Luxury Consumption ◽  
Luxury Goods ◽  
Content Type ◽  
Luxury Brand ◽  
Reputational Risk ◽  
Brand Marketing ◽  
Managerial Implications ◽  
Symbolic Value ◽  
Risk Investment

Purpose – The purpose of this study is to shed light on the consumption of second-hand luxury brands, identifying the meanings attached to second-hand luxury possessions in the context of fashion and, specifically, in the case of luxury accessories. Prior discussions of luxury consumption and marketing have focused on brand-new luxury goods, thus largely neglecting the emergence of markets for used luxury products. Design/methodology/approach – The empirical data for this study were generated through interviews with ten Finnish women and through fashion blogs concerning luxury goods that are bought second-hand. Findings – The findings show that second-hand luxury possessions are characterized by five different meaning themes: Sustainable Choice, Real Deal, Pre-loved Treasure, Risk Investment and Unique Find. The study highlights how consumers are able to achieve luxury experiences even without exclusive service, as the informants attached meanings of luxury to second-hand luxury possessions, especially with regard to the symbolic value and authenticity of the product. However, the meaning of authenticity appears to be a double-edged sword in this context, as consumers may also consider that they are taking a financial as well as reputational risk when acquiring a previously owned luxury item. Originality/value – This study brings forward novel viewpoints to discussions on luxury brand marketing by connecting the issue with the topical phenomenon of second-hand and luxury consumption. The study suggests important managerial implications for luxury brand marketers.

How Consumers’ Political Ideology and Status-Maintenance Goals Interact to Shape Their Desire for Luxury Goods

2018 ◽  
Vol 82 (6) ◽  
pp. 132-149 ◽  
Author(s):  
Jeehye Christine Kim ◽  
Brian Park ◽  
David Dubois
Keyword(s):  
Semantic Priming ◽  
Political Ideology ◽  
Social Stability ◽  
Sociodemographic Characteristics ◽  
Luxury Brands ◽  
Luxury Consumption ◽  
Luxury Goods ◽  
Conservative Ideology ◽  
The Status ◽  
Maintenance Goals

This research distinguishes between the goal of maintaining status and advancing status and investigates how consumers’ political ideology triggers sensitivity to a status-maintenance (vs. status-advancement) goal, subsequently altering luxury consumption. Because conservative political ideology increases the preference for social stability, the authors propose that conservatives (vs. liberals) are more sensitive to status maintenance (but not status advancement) and thus exhibit a greater desire for luxury goods when the status-maintenance goal is activated. Six studies assessing status maintenance using sociodemographic characteristics (Studies 1, 2, and 3a) and controlled manipulations, including ad framing (Study 3b) and semantic priming (Studies 4 and 5), provide support for this proposition. The studies show that the effect is specific to status maintenance and does not occur (1) in the absence of a status goal or (2) when the status-advancement goal (a focus on increasing status) is activated. Overall, the findings reveal that conservatives’ desire for luxury goods stems from the goal of maintaining status and offer insights into how luxury brands can effectively tailor their communications to audiences with a conservative ideology.

scholarly journals The Impact of Country of Brand Image on Symbolic Value of Luxury Brands

2020 ◽  
Author(s):  
Qi Qiu ◽  
Yonggui Wang ◽  
James Richard ◽  
Xiaoyan Wang
Keyword(s):  
Brand Image ◽  
Luxury Brands ◽  
Symbolic Value ◽  
The Impact

No description supplied

scholarly journals Distribution Channels for Wine Tourism in New Zealand

2021 ◽  
Author(s):  
◽  
Ying Liu
Keyword(s):  
New Zealand ◽  
Distribution Channel ◽  
Information Provision ◽  
Distribution Channels ◽  
Tourism Industry ◽  
Corporate Groups ◽  
Wine Tourism ◽  
Factors Influencing ◽  
Tourism Product ◽  
Direct Distribution

<p>This study examines the structure of the distribution channels and the underlying factors influencing the most prominent channel choices within the wine tourism industry in New Zealand. This research specifically compares wine tourism in Marlborough and Auckland. It aims to provide a better understanding of the distribution channels for practitioners in the wine tourism industry, with the hope of assisting them to develop their wine tourism businesses successfully and manage the businesses growth effectively. This is a destination-based study performed by employing qualitative approaches focusing on the supply-side through semi-structured interviews. These in-depth interviews were conducted with the owners or managers of the local wine tour operators and wineries in the two regions. The findings generally show that wine tourism businesses place a clear priority on direct distribution of their wine tourism product to visitors “at destination”; the majority of customers of all these businesses are independent visitors. Specifically, overseas independent tourists comprise the largest portion of customers to local wine tour operators in Marlborough and Auckland. The wine tour operators work more actively with intermediaries and reach tourists “in market”, “while travelling” and “at destination” than wineries in these two regions. Marlborough wineries and Auckland wine tour operators and wineries receive domestic corporate groups, most of whom are approached “at destination” with direct distribution. Compared with wineries in Marlborough, more corporate groups use Auckland wine tour operators to visit wineries. Marlborough wineries and wine tour operators, and Auckland wine tour operators receive more international visitors, whereas the majority of visitors to Auckland wineries are from Auckland. When considering the function of wine tourism distribution channels, information provision, reservation and purchase are nearly equally important to local wine tour operators in both Marlborough and Auckland; the most widely used functions for Marlborough wineries is information provision; for Auckland wineries, information provision and purchase play significant roles in the distribution of wine tourism product. Factors influencing distribution channel choice include information provision cost, commissions, businesses’ attitudes towards tourism, perceptions of the Internet, service diversity, capacity, accessibility, availability, market segments, reputation and nature of intermediaries.</p>

“Exclusivity Dared”

2017 ◽  
pp. 165-177
Author(s):  
Aster Mekonnen ◽  
Liz Larner
Keyword(s):  
Internet Technology ◽  
Added Value ◽  
Fashion Industry ◽  
Luxury Brands ◽  
Luxury Goods ◽  
Digital Revolution ◽  
Digital Era ◽  
Michael Porter ◽  
Goods Market ◽  
The Impact

While the luxury goods market has been slow to embrace and capitalise on the opportunities related to the digital era that has not been the case for their customers. Fashion luxury brands are no exception to this and some have been noted for their inability to keep up with the digital revolution. In the case of fashion luxury brands, whilst some argue that the offline-online integration has added value to the brands others suggest that it has eroded the panache associated with luxury brand. As luxury fashion brands play a significant role in shaping the fashion industry one cannot ignore the approach to digital integration and the impact it may have on the direction the fashion industry takes. As noted by Michael Porter (2001) whether one should integrate internet technology as part of their business plan is no longer questionable, but rather a matter of how it may be most effectively deployed. Based on case studies this chapter investigates how successful integration of the offline with the online environment can be achieved for such a dynamic industry.

Old and New Distribution Channels in the Luxury Sector

2016 ◽  
pp. 220-243
Author(s):  
Fabrizio Mosca ◽  
Elisa Giacosa
Keyword(s):  
Competitive Advantage ◽  
Qualitative Method ◽  
Scientific Evidence ◽  
Distribution Channels ◽  
Global Market ◽  
User Generated Content ◽  
Brand Identity ◽  
Luxury Brands ◽  
Direct Distribution ◽  
New Distribution

The focus of this chapter is to provide scientific evidence to luxury businesses for competing in a competitive global market, providing for further research opportunities of old and new distribution channels. Thanks to a qualitative method, it emerged that distribution strategies implemented by firms operating in luxury markets are typical and specific with respect to firms in other markets and represent a source of competitive advantage. Four phenomena have characterized distribution in this area in recent years: a growing investment by luxury brands in direct distribution activities; the integration between distribution and communication activities; the development of the digital channel in luxury markets; and lastly, the growing integration between User Generated Content and distribution channels. As the distribution variable influences the constitution of brand identity, old and new distribution channels have to be differently articulated according to the exclusivity of the brand.

Enhancing Consumer-Brand Relationships Through Luxury Brand Experiences

2021 ◽  
pp. 86-107
Author(s):  
Esra Arıkan
Keyword(s):  
Brand Experience ◽  
Luxury Brands ◽  
Brand Relationships ◽  
Luxury Brand ◽  
Relational Outcomes ◽  
Luxury Market

The extant research highlights that the strength of consumer-brand relationships is very much shaped by consumers' experiences with brands. Given the inherent characteristics of luxury brands, it is no surprise that luxury consumers expect much more intense experiences, and thus the delivery of a superior brand experience is a necessity in the luxury market. Therefore, both marketing scholars and brand managers in the luxury market need to acknowledge the power of brand experiences as a way to strengthen consumer-brand relationships. However, despite the need for a deeper understanding of brand experience in the context of luxury brands, still much remains unknown regarding the factors that can be used to enhance brand experience. Building on this gap in the literature, this chapter investigates the relational outcomes of brand experience and subsequently discusses the various drivers that luxury brands can use to enhance luxury brand experience and thus develop stronger consumer-brand relationships.

Inconspicuous Luxury Consumption

2021 ◽  
pp. 65-85
Author(s):  
Aslı Tolunay Kuşçu
Keyword(s):  
Theoretical Framework ◽  
Value Proposition ◽  
Luxury Brands ◽  
Luxury Consumption ◽  
Luxury Goods ◽  
Economic Changes ◽  
Luxury Brand ◽  
Complex Development ◽  
Managerial Implications ◽  
Luxury Products

With luxury consumption still growing fast despite various challenges such as increasing competition, rise in rental luxuries, and in counterfeits, luxury brands are challenged with an additional and complex development: consumers' interest towards inconspicuous luxury products. Being one of the major characteristics of luxury goods, conspicuousness is losing its value among some luxury shoppers necessitating a new definition for luxury and a new value proposition for luxury brands. This chapter initially provides a review on luxury and on the different motivations that determine luxury consumption. Next, socio-economic changes that trigger the shift from conspicuous to inconspicuous luxury consumption is examined briefly. And finally, a discussion on why inconspicuous consumption is valued by consumers is followed by a theoretical framework on the motivations for inconspicuous luxury brand usage. The chapter then concludes with theoretical and managerial implications.

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