Luxuary collection and pre-owned market transplant: hybrid identity, histocompatibility and business creation

La greffe du luxe et de l’occasion: identité hybride, histocompatibilité et émergence d’un nouveau marché

Gilbert Giacomoni
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Gilbert Giacomoni: Mines Paris - PSL (École nationale supérieure des mines de Paris) - PSL - Université Paris Sciences et Lettres, AgroParisTech

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Abstract: How to manage the identity or the DNA of a brand, an offer and a demand, which shapes the interactions and the behavior of markets, is a complex and strategic question. It has to regenerate, from crossing to crossing, with new universes, to widen its territory (range extension, acceleration of innovation, digitalisation, sustainable transition, etc.). The theoretical bases allowing to understand what makes the success or the rejection of a transplant are not established. From a crossed multi-case study, reporting a phenomenon of emergence of a new market, crossing the universe of the luxury and that of the second hand, a theoretical reflection is opened. Operational recommendations and future research tracks are designed in terms of strategic learnings which can be formalized as histocompatibility.

Keywords: luxury; brand; transplant; second hand; identity; histocompatibility; greffe; marque; identité; innovation; luxe; occasion; histocompatibilité (search for similar items in EconPapers)
Date: 2017-12-08
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Published in Luxe : Enjeux, défis et perspectives, Dec 2017, Paris, France

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