Access to the luxury brand myth in pop-up stores: A netnographic and semiotic analysis

Christel de Lassus () and Freire Naiade
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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: Using semiotic analysis and a netnographic approach, this study examines the motivations of luxury buyers toward pop-up stores in France. It reveals their motivations in relation to this new kind of retailing in the luxury sector, and the advantages of new technologies for meeting the growing demands of a clientele eager for new purchase experiences. We show that pop-up luxury stores add new features to the traditional luxury sector: informality, friendliness, ludicity and accessibility in the context of shared emotions. The key results from this study reveal that the commercial activities of pop-up stores complement those of their luxury parent Houses, in that they contribute emotionality and playfulness, while at the same nourishing the brand's mythical aspect.

Keywords: brands; Key-words: luxury; netnography; retail stores; semiotics; pop-up stores (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (14)

Published in Journal of retailing and consumer services, 2014, 21 (1), pp.61-68. ⟨10.1016/j.jretconser.2013.08.005⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01128198

DOI: 10.1016/j.jretconser.2013.08.005

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