L’appropriation des clients dans les boutiques de marque de luxe: proposition d’une typologie

Jean-Baptiste Welté () and Lionel Ochs
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Jean-Baptiste Welté: IAE Orléans

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Abstract: Customer appropriation in luxury brand stores. A typology This article analyzes how luxury consumers appropriate luxury brand stores. A typology of consumers built on their appropriation in stores is proposed. Four profiles have been identified : the‘walker', the ‘aspirant', the ‘conqueror', the ‘accustomed'. These results illustrate how the physical appropriation in stores evolves with a cultural appropriation of luxury. The role of the store in the brand strategy can be adapted depending on these different clients. A distinction can be made between accessible and exclusive stores.

Keywords: luxury; appropriation; ethnography; retail; brand store.; luxe; ethnographie; boutique (search for similar items in EconPapers)
Date: 2015-12-14
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Citations: View citations in EconPapers (2)

Published in Décisions Marketing, 2015, 80, pp.53-68. ⟨10.7193/DM.080.53.68⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02309656

DOI: 10.7193/DM.080.53.68

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