Venda Online de Marcas de Moda de Luxo: Contradição de conceitos ou desenvolvimento natural do negócio da moda de luxo?
Abstract
Realize whether the online sale of luxury fashion brands is a contradiction of concepts or whether it stems from a natural development of luxury fashion business is the motto of this research. The present work deals with the problems associated with the E-commerce Strategies of Luxury Fashion Brands, in the way brands generate the apparent contradiction between the characteristics of online sales and the attributes of luxury fashion. It uses content analysis of luxury brand websites to identify and evaluate how brands approach the market in an omnichannel perspective and how they build a luxurious online environment achieving a Luxemosphere and enabling an online experience with the brand, compatible with its luxury status. The conclusions indicate an increase in the adoption of e-commerce by the luxury fashion brands of the sample, but with different execution profiles and, identifying needs for improvement, namely in the presentation of products and the construction of omnichannel.
Keywords
Full Text:
PDF (Português (Portugal))References
Abtan, O., Achille, A., Bellaïche, J.-M., Kim, Y., Lui, V., Mall, A., Willersdorf, S. (2014). Shock of the New Chic: Dealing With New Complexity in the Business of Luxury.
Atwal, G., & Williams, A. (2009). Luxury brand marketing – The experience is everything! Journal of Brand Management, 16(5–6), 338–346. http://doi.org/10.1057/bm.2008.48.
Bellaiche, Jean-Marc; Mei-Pochtler, Antonella; Hanisch, D. (2010). The New World of Luxury, (December), 13.
Broillet, A., & Dubosson, M. (2008). Analyzing Web 2. Internet Users In Order to Drive Innovation in Distribution Strategy of Luxury Watches: A Netnography Analysis, 1–12.
Bumpus, J. (2010). Gucci Couture. Consultado em http://www.vogue.co.uk/article/gucci-couture-collection%0A
Burke, R. R. (2002). Technology and the Customer Interface: What Consumers Want in the Physical and Virtual Store. Journal of the Academy of Marketing Science.
Chauvel, C. (2016). Instagram now an absolute must for the fashion industry. Consultado em http://us.fashionnetwork.com/news/Instagram-now-an-absolute-must-for-the-fashion-industry,729038.html#utm_source=newsletter&utm_medium=email%0A
Clark, N. (2010). The new luxury market. Marketing, (February), 32–34.
Dall’Olmo Riley, F., & Lacroix, C. (2003). Luxury branding on the Internet: lost opportunity or impossibility. Marketing Intelligence and Planning, 21(2), 96–104.
Danneck, M. (2011). Glitter and glamour shining brightly. Consultado em www.joneslanglasalle.de
Deloitte. (2015). Global Powers of Luxury Goods 2015 - Engaging the future luxury consumer. Consultado em http://www.emeraldinsight.com/10.1108/IJRDM-01-20130018%5Cnhttps://www2.deloitte.com/content/dam/Deloitte/global/Documents/Consumer-Business/gx-cb-global-power-of-luxury-web.pdf%5Cnhttps://www.mckinsey.de/sites/mck_files/files/dle-2015-global-report.pdf.
Dion, D., & Arnould, E. (2011). Retail Luxury Strategy : Assembling Charisma through Art and Magic. Journal of Retailing, 87(4), 502–520.
Dion, D., & Borraz, S. (2015). Managing heritage brands: A study of the sacralization of heritage stores in the luxury industry. Journal of Retailing and Consumer Services, 22, 77–84.
Ernst & Young (2015). Seeking sustainable growth - The luxury and cosmetics finantial book.
Ernst & Young (2014). Challenging growth in the luxury and cosmetics sector - The luxury and cosmetics finantial book.
Fionda, A. M., & Moore, C. M. (2008). The anatomy of the luxury fashion brand. J Brand Manag, 16(5–6), 347–363.
Ferguson, G., Othman, N. A., & Zorn, S. (2012). Online Retailers Versus Branded Retail Stores. AP . Asia Pacific Advances in Consumer Research, 10, 387–390.
Geerts, A. (2013). Cluster analysis of luxury brands on the internet. International Journal of Management and Marketing Research, 6(2), 79–93.
Goswami, S. (2015). A Study on the Online Branding Strategies of Indian Fashion Retail Stores. IUP Journal of Brand Management. Consultado em https://ezproxy1.hw.ac.uk/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=103305116&site=eds-live
Ha, Y., Kwon, W., & Lennon, S. J. (2007). Online visual merchandising (VMD) of apparel web sites. Journal of Fashion Marketing and Management: An International Journal, 11(4), 477–493.
Hansen, R. (2011a). How fashion brands learned to click – a longitudinal study of the adoption of online interactive and social media by luxury fashion brands. Iris, 1–21.
Hansen, R. (2011b). Cube Assessment Framework for B2C Websites.
Hansen, R., & Bjørn-Andersen, N. (2013). Cube assessment framework for B2C websites applied in a longitudinal study in the luxury fashion industry. Journal of Theoretical and Applied Electronic Commerce Research, 8(2), 1–20.
Heine, K. (2011). The Concept of Luxury Brands. (Bartek Goldmann & Kate Vredenburgh, Ed.) Luxury Brand Management (2nd ed.).
Hennigs, N., Wiedmann, K.-P., & Klarmann, C. (2012). Luxury Brands in the Digital Age – Exclusivity versus Ubiquity. Marketing Review St. Gallen, 1/2012, 30–35.
Kapferer, J. N. (2012). Abundant rarity: The key to luxury growth. Business Horizons, 55(5), 453–462.
Kapferer, J.-N. (2000). How the Internet impacts on brand management. Journal of Brand Management, 7(6), 389–91.
Kapferer, J.-N., & Bastien, V. (2009). The specificity of luxury management: Turning marketing upside down. Journal of Brand Management, 16(5–6), 311–322.
Kapferer, J.-N., & Laurent, G. (2015). Where do consumers think luxury begins? A study of perceived minimum price for 21 luxury goods in 7 countries. Journal of Business Research, 69(1), 332–340.
Kapferer, J.-N. (1997). Managing luxury brands. J Brand Manag, 4(4), 251–259.
Keller, K. L. (2009). Managing the growth tradeoff: Challenges and opportunities in luxury branding. Journal of Brand Management, 16(5–6), 290–301.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion branJournal of Business Research, 65(10), 1480–1486.
Kim, S., Park, G., Lee, Y., & Choi, S. (2016). Customer emotions and their triggers in luxury retail: Understanding the effects of customer emotions before and after entering a luxury shop. Journal of Business Research. http://doi.org/10.1016/j.jbusres.2016.04.178
Klein, J. F., Falk, T., Esch, F.-R., & Gloukhovtsev, A. (2016). Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail. Journal of Business Research.
Krasonikolakis, I., Vrechopoulos, A., & Pouloudi, A. (2014). Store selection criteria and sales prediction in virtual worlds. Information and Management, 51(6), 641–652.
L2 Inc. (2015). Digital IQ Index.
Lee, B. C. Y. (2007). Consumer attitude toward virtual stores and its correlates. Journal of Retailing and Consumer Services, 14(3), 182–191.
Loureiro, S. M. C., & Araújo, C. M. B. de. (2014). Luxury values and experience as drivers for consumers to recommend and pay more. Journal of Retailing & Consumer Services, 21(3), 394–400.
Manganari, E. E., Siomkos, G. J., & Vrechopoulos, A. P. (2009). Store atmosphere in web retailing. European Journal of Marketing, 43(9/10), 1140–1153.
McCusker, G. (2008). Can luxury ever shine online? Revolution (14605953), 52–53.
Mozzato, A. R., & Grzybovski, D. (2011). Análise de Conteúdo como Técnica de Análise de Dados Qualitativos no Campo da Administração: Potencial e Desafios. (Portuguese). Content Analysis as a Qualitative Data Analysis Technique in the Field of Administration: Potentials and Challenges. (English), 15(4), 731–747.
Motta, J., Filipe, S., & Barbosa, M. (2014). Estratégia de Comunicação e Venda Online na Joalharia de Luxo Communications and Online Selling Strategy in Luxury Jewellery, 2, 119–132.
Okonkwo, U. (2007). Luxury Fashion Branding: Trends, Tactics, Techniques. New York: Palgrave Macmillan.
Okonkwo, U. (2010). Luxury Online: Styles, Systems, Strategies. Hampshire, England: Palgrave Macmillan.
Macmillan.Ólafsdóttir, A. R. (2012). Luxury Fashion Online. Bifröst University.
Orth, U. R., & Metoyer, R. A. (2005). Consumer Behavior In 3-Dimensional Virtual Wine Stores (Refereed).
Pantano, E., & Servidio, R. (2012). Modeling innovative points of sales through virtual and immersive technologies. Journal of Retailing and Consumer Services, 19(3), 279–286.
Reddy, M., Terblanche, N., Pitt, L., & Parent, M. (2009). How far can luxury brands travel? Avoiding the pitfalls of luxury brand extension. Business Horizons, 52(2), 187–197.
Rowley, J. (2010). Online branding strategies of UK fashion retailers. Internet Research, 19(3), 348–369.
Seringhaus, F. H. R. (2005). Selling Luxury Brands Online. Journal of Internet Commerce, 4(1), 1.
Sibony, O., & Tochtermann, T. (2014). “ The business of creating desire ”: An interview with the CEO of LVMH Fashion Group. McKinsey: Perspective on Retail and Consumer Goods, Summer, 20–25.
Stegemann, N. (2006). Unique Brand Extension Challenges For Luxury Brands. Journal of Business Economics Research, 4(10), 57–68.
Strebinger, A., & Rusetski, A. (2016). Prioritizing Geo-References: A Content Analysis of the Websites of Leading Global Luxury Fashion Brands. Journal of Global Marketing, 29(5), 282–297.
Thomson_Reuters. (2016a). Instagram says advertisers more than double in six months.
Thomson Reuters. (2016b). LVMH’s digital drive takes time despite Apple hire.
Vigneron, F., & Johnson, L. W. (2004). Measuring perceptions of brand luxury. The Journal of Brand Management, 11(6), 484–506.
Valladares, E. C. (2016). Las redes sociales acaparan cada vez más gasto de las grandes marcas en publicidad.
Walmsley, A. (2008). Web should be in the lap of luxury. Marketing, p.16.
Refbacks
- There are currently no refbacks.
Copyright (c) 2018 International Journal of Marketing, Communication and New Media
International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
Qualis Periódicos - CAPES: B2
REBIB: Q2
Indexing:
Web of Science - Emerging Sources Citation Index - Clarivate Analytics
Journal Citation Reports (JCR) 2021, 2022, 2023
QUALIS CAPES - GOOGLE SCHOLAR - LATINDEX - REDIB - RCAAP - OAJI - DRJI - MIAR - LIVRE - ERIH PLUS - INDEX COPERNICUS -
