Rethinking luxury business

Description

Despite being one of the most traditional industries, the luxury sector is highly dynamic and rapidly changing influenced by new ideas, aspects, fields, technologies and generations. One of such influences is the prevalence of digital technology and social media. It challenges a number of major premises of luxury brands, including exclusivity, status, authenticity and sensory experience. This special issue of Market and Organizations explores luxury consumption and production in a digital and experiential era. Authors take a multidisciplinary and holistic perspective to explore the role of digital customer experience in rethinking the luxury industry in the future. The objective is to advance knowledge on luxury in marketing and economy by bringing together international scholars (research in French and English) from different disciplines and practitioners working in the field of luxury.

Sujets

• Économie

Informations

• Publié par: L'Harmattan
• Date de parution: 10 janvier 2020
• Nombre de lectures: 1
• EAN13: 9782336890975
• Langue: English

Extrait

Cover
4th of cover
Copyright

© L’HARMATTAN, 2020
5-7, rue de l’École-Polytechnique ; 75005 Paris

http://www.editions-harmattan.fr

EAN Epub : 978-2-336-89097-5
Title

RETHINKING LUXURY BUSINESS
Market and Organizations
Marché & Organisations/Market & Organizations

Directeur de publication/Editor : Dimitri Uzunidis (Université du Littoral Côte d’Opale, France ; TUC Grèce)
Rédactrices en chef/Editors in chief : Vanessa Casadella (Université Picardie Jules Verne, France) & Bérangère L. Szostak (Université de Lorraine, France)
Rédacteurs associés/Associate Editors : Sophie Boutillier (Université du Littoral Côte d’Opale, France), Blandine Laperche (Université du Littoral Côte d’Opale, France), Michaël E. Laviolette (Toulouse Business School)
Rédacteurs associés aux relations internationales/International
Associate Editors : Arvind Ashta (Burgundy School of Business–Dijon, France), Wided Batat (American University of Beirut, Liban), David Campbell (Institute of Science Communication and Higher Education Research, Vienne, Autriche).
Secrétariat de rédaction/Journal Secretary : Justine Manier (Université du Littoral Côte d’Opale, France) & Yann Dudreuil (L’Harmattan, France)

Comité de rédaction/Editorial Committee :
Arvind Ashta (Burgundy School of Business–Dijon, France), Wided Batat (Professeur, Université Américaine de Beirut (AUB), Liban, et Université lumière Lyon 2, France), Audrey Becuwe (Université de Limoges, France), Wafi Chtourou (HEC Tunis, Tunisie), Patrick Cohendet (HEC Montréal, Canada), Hélène Delacour (Université de Lorraine, France), Emmanuelle Dubocage (Université Paris-Est Créteil, France), Erwan Le Saout (Université Paris 1, France), Marcos Lima (SKEMA, France), Mireille Matt (INRA, France), Valérie Revest (Université Lumière Lyon 2, France), Véronique Schaeffer (Université de Strasbourg, France), Corinne Tanguy (AgroSup Dijon, France), David Vallat (IEP de Lyon, France)

Comité scientifique/Scientific Committee :
Marcelo Amaral (Universidade Federal Fluminense, Brésil), Pierre Barbaroux (Centre de Recherche de l’Armée de l’air, Salon de Provence, France), Sonia Ben Slimane (ESCP Europe, Paris, France), Camille de Bovis (Université Lyon 3, France), Stéphane Callens (Université d’Artois, France), David Campbell (Institute of Science Communication and Higher Education Research, Vienne, Autriche), Jacques Defourny (HEC ULg, Belgique), Faridah Djellal (Université de Lille, France), Fragiskos Gaitis (Hellenic Food Authority, Athènes, Grèce), Delphine Gallaud (AgroSup Dijon, France), Claudine Gay (Université Lumière Lyon 2, France), Pascal Glémain (Université Rennes 2, France), Pierre Laniray (Université Paris-Dauphine, France), Richard le Goff (ENSTA Paris Tech, France), Nadine Levratto (Université Paris Nanterre, France), Céline Merlin (Université de Lille, France), Sophie Mignon (Université de Montpellier, France), Laure Morel (Université de Lorraine, France), Henry Nogues (Université de Nantes, France), Sophie Reboud (Burgundy School of Business–Dijon, France), Nadine Richez-Battesti (Université Aix-Marseille, France), Caroline Riché (Université Paris-Sud, France), Jean-Marc Touzard (INRA, Montpellier, France)
Summary
Cover
4th of cover
Copyright
Title
Market and Organizations
Summary
Dr. Wided BATAT RETHINKING LUXURY BUSINESS AND THE ECONOMY IN THE EXPERIENTIAL AND DIGITAL ERA GENERAL PRESENTATION
Dr. Wided BATAT, Dr. Gwarlann DE KERVILER HOW CAN THE ART OF LIVING (ART DE VIVRE) MAKE THE FRENCH LUXURY INDUSTRY UNIQUE AND COMPETITIVE ?
Dr. oec. HSG Fabio DUMA, Florence LABATI, MBA, Gianluca BRUNETTI, BSc, Maya GADGIL, MLaw MASTERING THE DIGITAL TRANSFORMATION AS A HERITAGE LUXURY FASHION BRAND
Ineke TACK, Marijke DE VEIRMAN, Liselot HUDDERS BUILDING A LUXURY BRAND ON INSTAGRAM : THE CASE OF DELVAUX
Nabanita TALUKDAR, DBA LUXURY CONNOISSEURS AND TWITTER : AN EMPIRICAL STUDY OF RELATIONSHIP BETWEEN VOLUME OF TWEETS FROM LUXURY BRANDS AND THEIR STOCK PRICE RETURNS IN THE US
Alessandro BRUN, Hakan KARAOSMAN SUSTAINABILITY IN THE LUXURY FASHION SUPPLY CHAIN : MILLENNIALS’ PERCEPTION
Jiang ZHIQING, Nagasawa SHIN’YA A CONCEPTUAL FRAMEWORK ON THE INFLUENCE OF AUTHENTICITY AND RARITY ON LUXURY BRAND VALUE
Fabrizio MOSCA, Valentina CHIAUDANO DIGITAL CHANNELS AND DISTRIBUTION IN LUXURY MARKET
Adele MAGNELLI, Valeria PIZZIOL, Mario MANZO INNOVATIVE IN-STORE ICT MARKETING SOLUTIONS FOR AN ENHANCED LUXURY SHOPPING-EXPERIENCE
Ingrid VAILEANU, Florin PAUN, Claude PLOUVIET, Columbia HILLEN THE LUXURY VALUE IN THE AI ERA. A NEW “QUALITY GROWTH PARADIGM” IS BORN!
Candy KOLENC, Mouna BOUNAOUAS LE ROLE DES REPRESENTATIONS DANS LE VECU EMOTIONNEL DE « L’EXPERIENCE DU LUXE » ET SON EVALUATION : UNE ETUDE EXPLORATOIRE AUPRES D’UNE CIBLE JEUNE GRAND PUBLIC
MARCHE ET ORGANISATIONS L’HARMATTAN
Address
RETHINKING LUXURY BUSINESS AND THE ECONOMY IN THE EXPERIENTIAL AND DIGITAL ERA GENERAL PRESENTATION
Dr. Wided BATAT
Associate Professor
American University of Beirut
[e-mail]

This special issue seeks to expand on the research conducted to date, and approach the relationship between luxury businesses, digital, and customer experience. Despite being one of the most traditional industries, the luxury sector is highly dynamic and rapidly changing influenced by new ideas, technologies and generations. One of such influences is the prevalence of digital technology and social media (Denegri-Knott & Molesworth, 2010). It challenges a number of fundamental premises of luxury brands, including exclusivity (Tom et al., 1998), status, authenticity (Berry, 1994 ; Chaudhuri, 1998) and sensory experience (Holbrook & Hirschman, 1982). Digital luxury experiences (Batat, 2019a, 2019b, and 2017) are different from their offline counterparts (Tran & Voyer, 2013). In the luxury literature, specific phrases like “luxurious webmosphere” or “luxemosphere” were developed, indicating the need to adapt traditional conceptualizations (Kapferer, 2008 ; Atwal & Williams, 2009) to the digital context (Henning et al., 2012 ; Okonkwo, 2009, 2010). Descriptive accounts have highlighted that luxury in a digital environment involves different approaches to storytelling (Kretz & de Valck, 2010), and consumer-brand relationships (Okonkwo, 2009). However, little is known about the underlying mechanisms manifested in these new phenomena. Luxury is a well-researched area in the domain of business, marketing, and economy but most extant luxury research still focuses almost exclusively on luxury goods (Lipovetsky & Roux, 2003), ignoring luxury services, luxury experiences, how consumers construct their own moments of luxury and the new emerging economy of luxury experiences.
This special issue explores luxury consumption and production in a digital and experiential era. In line with the prior research in marketing on luxury experience and digital transformation (Batat, 2019a, 2019b), this special issue takes a multidisciplinary and holistic perspective to explore the role of digital and customer experience in rethinking the luxury industry in the future. The objective of this special issue is to advance knowledge on luxury by bringing together international scholars (research in French and English) from different disciplines and practitioners working in the field of luxury. This special issue integrates a multidisplinary research and works that go beyond the focus on goods and prestige to address issues including the experiential economy of luxury, innovation for luxury brands, and new concepts to better understand luxury consumers. In the line with this logic, the ten papers selected for this special issue address digital and experiential aspects related to the luxury industry.
The first research in this special issue by Batat and De Kerviler relies on multidisciplinary luxury literature to define French art of living ( art de vivre ) and the way it contributes to make the French luxury industry unique and competitive. The French art of living, although an abstract concept, is strongly connected to the luxury goods industry. Yet, although the French art of living is what can enhance the competiveness and the uniqueness of French luxury businesses, the concept of art de vivre is not defined in the literature and remains very abstract. In this conceptual article, Authors define the concept of the French art of living and identify the five pillars, namely, culinary art and tasting, beaux arts (fine arts), haute couture, French literature, and the art of perfume that French luxury businesses can implement in developing a competitive advantage that is embedded in the French luxury culture and experience.
A digital and heritage luxury theme follows in the second paper by Duma and colleagues in which attention turns to mastering the digital transformation as a heritage luxury fashion brand. Authors refer to digital transformation as the world of fashion and luxury with new challenges. Especially the relationship between luxury brands, digital technology and the Internet is an intricate one. For authors, disruptive innovations driven by information technology are for