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Luxury stores as home-like places: How domestic meanings are staged and mobilized in luxury retail

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  • Debenedetti, Alain

Abstract

While prior studies have examined the creative and sacred aspects of luxury brands, home-like aspects of retail remain under-investigated and under-theorized. Yet this issue is central because in-store domestic experiences can entail strong forms of customer engagement and loyalty. Drawing from observations in luxury stores in Paris, this study demonstrates that domestic meanings are a pervasive element of the luxury in-store narrative that complements the portfolio of meanings luxury brands already use to support their high-end positioning. More specifically, this research shows to what extent and how luxury stores instill home-like socio-material cues that fit with the luxury context in which they are embedded. In doing so, this study contributes to the literature on luxury retail by examining how homeyness is staged in high-end environments, thus complementing prior research on luxury houses as creative and sacred institutions.

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  • Debenedetti, Alain, 2021. "Luxury stores as home-like places: How domestic meanings are staged and mobilized in luxury retail," Journal of Business Research, Elsevier, vol. 129(C), pages 304-313.
    • Handle: RePEc:eee:jbrese:v:129:y:2021:i:c:p:304-313
    DOI: 10.1016/j.jbusres.2021.03.010
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    Cited by:

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    2. Alain Debenedetti & Damien Chaney, 2024. "From feeling like home to being at home: The negative outcomes of attachment to commercial places," Post-Print hal-04355633, HAL.
    3. Jean-Baptiste Welté & Julien Cayla & Bernard Cova, 2022. "The intimacy trap: Navigating the commercial friendships of luxury," Post-Print hal-04103608, HAL.
    4. Makkar, Marian & Farrelly, Francis & Athwal, Navdeep, 2024. "Co-creating cultural heterotopic spaces in Airbnb," Journal of Business Research, Elsevier, vol. 173(C).
    5. Alain Debenedetti & Déborah Philippe & Delphine Dion, 2024. "Balancing exclusivity and inclusivity through the strategic domestication of the luxury retail experience," Post-Print hal-04593576, HAL.
    6. Chan, Haksin & Yang, Morgan X. & Zeng, Kevin J., 2022. "Bolstering ratings and reviews systems on multi-sided platforms: A co-creation perspective," Journal of Business Research, Elsevier, vol. 139(C), pages 208-217.
    7. Welté, Jean-Baptiste & Cayla, Julien & Cova, Bernard, 2022. "The intimacy trap: Navigating the commercial friendships of luxury," Journal of Business Research, Elsevier, vol. 145(C), pages 649-659.
    8. Ahmed, Iram & Arnott, David & Dacko, Scott & Wilson, Hugh N., 2022. "Trying on a role: Mentoring, improvisation and social learning in luxury retailing," Journal of Business Research, Elsevier, vol. 144(C), pages 1039-1051.

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