IDEAS home Printed from https://ideas.repec.org/a/taf/rgfmxx/v9y2018i3p205-222.html
   My bibliography  Save this article

The paradox of odd-even price in fashion luxury sector: Empirical evidence from an international direct observation of luxury stores

Author

Listed:
  • Gaetano Aiello
  • Raffaele Donvito
  • Virginia Vannucci
  • Beverly Wagner
  • Juliette Wilson

Abstract

Price has always had a key role in the luxury fashion market, because high prices are linked to the uniqueness and the prestige of luxury products and brands. Because of this direct contribution of price to the luxury essence, scholars have partially neglected the possible existence of unintuitive and controversial pricing strategies followed by luxury firms. This article deals with this literature gap, particularly analyzing a specific pricing strategy that seems to be in contrast with the nature of luxury pricing: the odd-even price (OEP). With the direct observation of physical and digital store windows of 20 luxury brands, this research investigates the role of OEP in the fashion luxury sector. Particularly, this work examines the relationship between the OEP strategy and the luxury level of fashion brands considering both offline and online channels.

Suggested Citation

  • Gaetano Aiello & Raffaele Donvito & Virginia Vannucci & Beverly Wagner & Juliette Wilson, 2018. "The paradox of odd-even price in fashion luxury sector: Empirical evidence from an international direct observation of luxury stores," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 9(3), pages 205-222, July.
    • Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:3:p:205-222
    DOI: 10.1080/20932685.2018.1463860
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/20932685.2018.1463860
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/20932685.2018.1463860?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:rgfmxx:v:9:y:2018:i:3:p:205-222. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/rgfm .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.