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Gestion tribale de la marque et distribution spécialisée : le cas Abercrombie & Fitch

Author

Listed:
  • Jean-François Lemoine

    (ESSCA Research Lab - ESSCA - Ecole Supérieure des Sciences Commerciales d'Angers)

  • Olivier Badot

    (ESCP Europe - Ecole Supérieure de Commerce de Paris)

Abstract

Cet article cherche à identifier et à comprendre les principaux leviers d'action mis en œuvre par l'enseigne américaine Abercrombie & Fitch dont le niveau élevé de performance repose sur un processus de tribalisation de sa clientèle. En recourant à un protocole de type interprétatif, nous montrons que si l'enseigne A&F réussit à créer un « capital tribal » fort, y compris auprès d'un large public, c'est en utilisant trois leviers d'action : la ritualisation du parcours-client, l'érotisation du personnel en contact et surtout l'exacerbation des stimulations sensorielles.

Suggested Citation

  • Jean-François Lemoine & Olivier Badot, 2008. "Gestion tribale de la marque et distribution spécialisée : le cas Abercrombie & Fitch," Post-Print halshs-02913940, HAL.
    • Handle: RePEc:hal:journl:halshs-02913940
    DOI: 10.7193/DM.052.09.18
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    Cited by:

    1. Aline Degorre & Jean-Philippe Galan & Magali Giraud, 2015. "Contrôle, flow et propension à payer : une application à l'expérience de jeu vidéo," Post-Print hal-02885119, HAL.
    2. Errajaa, Karim & Hombourger-Barès, Sabrina & Audrain-Pontevia, Anne-Françoise, 2022. "Effects of the in-store crowd and employee perceptions on intentions to revisit and word-of-mouth via transactional satisfaction: A SOR approach," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. Emilie Hoëllard, 2018. "Lights… Camera… Action! Staging of actors in store," Post-Print hal-01710887, HAL.
    4. Christophe Bezes, 2013. "L'image du magasin : définition, effets, mesure et perspectives de recherche," Post-Print hal-02086704, HAL.

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