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Analyse exploratoire de l’image de marque des entreprises du prêt-à-porter de luxe lors d’un processus de dématérialisation

Author

Listed:
  • Blanchais Julia
  • Arnaud Delannoy

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

  • Dimitri Laroutis

    (CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne, Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

Abstract

The luxury fashion sector is mainly perceived by the consumer as an exceptional universe with unique products. Companies in this sector favor elements of creation of a strong brand, which assures them a certain notoriety. However, the development of digital and new distribution channels have shaken the strategies of companies in the luxury sector. The paradoxical situation of a mass channel for companies aiming at scarcity and privilege will guide this research. Through a quantitative survey of consumers, both luxury and using the digital channel, this research seeks to measure the effects of a shift to digital on the image of brands in the luxury fashion sector. The main objective of this research is to understand if the dematerialization process that leads to digitization is a success and leads to a new field of development for companies or if we witness a loss of control and a deterioration of the brand image

Suggested Citation

  • Blanchais Julia & Arnaud Delannoy & Dimitri Laroutis, 2020. "Analyse exploratoire de l’image de marque des entreprises du prêt-à-porter de luxe lors d’un processus de dématérialisation," Post-Print hal-05505322, HAL.
    • Handle: RePEc:hal:journl:hal-05505322
    Note: View the original document on HAL open archive server: https://hal.science/hal-05505322v1
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