Shopping for kids’ luxury brands: young mothers’ identity quest in retail spaces

Virginie Silhouette-Dercourt and Christel de Lassus ()
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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

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Abstract: The aim of the present paper is to focus on mothers as key influencers in luxury retailing contexts. Using a a semiotic interpretation of mothers' discourses, we underline the identity motivations for purchasing luxury apparel for their pre-adolescent children. The paper shows that when shopping for luxury brands for their pre-adolescent children, mothers manage discrepancies between their "real" and "idealised" selves as well as the pushs and pulls of being a mother and a woman. -This study addresses an under-researched area in the retail literature, investigating the way young mothers fluctuate between 4 identity positions In the process of shopping, they: identification, idealisation, transmission and creation that retailers must address in their store organisation, furnishing and decoration of corners, visual communication and digital in-store innovations.

Keywords: luxury; children; mothers; identity; retail spaces; consumption (search for similar items in EconPapers)
Date: 2016-11-14
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Citations: View citations in EconPapers (1)

Published in International Journal of Retail and Distribution Management, 2016, 44 (11), pp.1084 - 1099. ⟨10.1108/IJRDM-08-2015-0133⟩

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Working Paper: Shopping for kids' luxury brands: young mothers' identity quest in retail spaces (2015)
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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01797573

DOI: 10.1108/IJRDM-08-2015-0133

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