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L’appropriation des clients dans les boutiques de marque de luxe : proposition d’une typologie

Author

Listed:
  • Jean-Baptiste Welté

    (IAE Orléans)

  • Lionel Ochs

Abstract

Customer appropriation in luxury brand stores. A typology This article analyzes how luxury consumers appropriate luxury brand stores. A typology of consumers built on their appropriation in stores is proposed. Four profiles have been identified : the‘walker', the ‘aspirant', the ‘conqueror', the ‘accustomed'. These results illustrate how the physical appropriation in stores evolves with a cultural appropriation of luxury. The role of the store in the brand strategy can be adapted depending on these different clients. A distinction can be made between accessible and exclusive stores.

Suggested Citation

  • Jean-Baptiste Welté & Lionel Ochs, 2015. "L’appropriation des clients dans les boutiques de marque de luxe : proposition d’une typologie," Post-Print hal-02309656, HAL.
  • Handle: RePEc:hal:journl:hal-02309656
    DOI: 10.7193/DM.080.53.68
    as

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    Cited by:

    1. 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.
    2. Alain Debenedetti, 2021. "Luxury stores as home-like places: How domestic meanings are staged and mobilized in luxury retail," Post-Print hal-03171771, HAL.

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