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Access to the luxury brand myth in pop-up stores: A netnographic and semiotic analysis

Author

Listed:
  • Christel de Lassus

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Freire Naiade

Abstract

Using semiotic analysis and a netnographic approach, this study examines the motivations of luxury buyers toward pop-up stores in France. It reveals their motivations in relation to this new kind of retailing in the luxury sector, and the advantages of new technologies for meeting the growing demands of a clientele eager for new purchase experiences. We show that pop-up luxury stores add new features to the traditional luxury sector: informality, friendliness, ludicity and accessibility in the context of shared emotions. The key results from this study reveal that the commercial activities of pop-up stores complement those of their luxury parent Houses, in that they contribute emotionality and playfulness, while at the same nourishing the brand's mythical aspect.

Suggested Citation

  • Christel de Lassus & Freire Naiade, 2014. "Access to the luxury brand myth in pop-up stores: A netnographic and semiotic analysis," Post-Print hal-01128198, HAL.
    • Handle: RePEc:hal:journl:hal-01128198
    DOI: 10.1016/j.jretconser.2013.08.005
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    Citations

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    Cited by:

    1. Ye, Yuchen & Yang, Yikai & Huang, Qi, 2023. "Identifying and examining the role of pop-up store design: A mixed-methods study," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    2. Rosenbaum, Mark S. & Edwards, Karen & Ramirez, Germán Contreras, 2021. "The benefits and pitfalls of contemporary pop-up shops," Business Horizons, Elsevier, vol. 64(1), pages 93-106.
    3. Sit, Kokho Jason & Ballantyne, Erica E.F. & Gorst, Jonathan, 2022. "Profiling shoppers’ coping behaviours during a pandemic crisis: A regulatory focus perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. 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.
    5. Maria Mercanti-Guérin & Christel de Lassus & Christophe Bezes, 2021. "Quand l'expérientiel en luxe se construit sur Instagram : Synergie ou bataille entre marques et directeurs artistiques ?," Post-Print hal-03264508, HAL.
    6. Flores-Zamora, Javier & García-Madariaga, Jesús, 2017. "Does opinion leadership influence service evaluation and loyalty intentions? Evidence from an arts services provider," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 114-122.
    7. Shahzad Khalil & Mirza Ameen ul Haq, 2022. "Enhancing Retail Brand Equity through Consumption Value: The Mediating Effect of Brand Experience," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 4(1), pages 114-126, March.
    8. Henkel, Laura & Toporowski, Waldemar, 2021. "Hurry up! The effect of pop-up stores’ ephemerality on consumers’ intention to visit," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    9. Zogaj, Adnan & Olk, Stephan & Tscheulin, Dieter K., 2019. "Go pop-up: Effects of temporary retail on product- and brand-related consumer reactions," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 111-121.
    10. Dion, Delphine & Borraz, Stéphane, 2015. "Managing heritage brands: A study of the sacralization of heritage stores in the luxury industry," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 77-84.
    11. Shin, Hyunju & Eastman, Jacqueline K. & Mothersbaugh, David, 2017. "The effect of a limited-edition offer following brand dilution on consumer attitudes toward a luxury brand," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 59-70.
    12. Alain Debenedetti, 2021. "Luxury stores as home-like places: How domestic meanings are staged and mobilized in luxury retail," Post-Print hal-03171771, HAL.
    13. Lunardo, Renaud & Mouangue, Emilie, 2019. "Getting over discomfort in luxury brand stores: How pop-up stores affect perceptions of luxury, embarrassment, and store evaluations," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 77-85.
    14. Henkel, Laura & Jahn, Steffen & Toporowski, Waldemar, 2022. "Short and sweet: Effects of pop-up stores’ ephemerality on store sales," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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