Temporal tension and luxury brand prestige: the paradox of waiting in line

Glyn Atwal and Douglas Bryson
Additional contact information
Glyn Atwal: BSB - Burgundy School of Business (BSB) - Ecole Supérieure de Commerce de Dijon Bourgogne (ESC)
Douglas Bryson: Rennes SB - Rennes School of Business

Post-Print from HAL

Abstract: Purpose In the post-pandemic luxury landscape, queuing has shifted from a logistical hurdle to a deliberate brand strategy. This paper aims to examine how luxury retailers, such as Louis Vuitton's Frankfurt flagship, intentionally use queues to boost brand exclusivity, regulate customer flow and increase the perceived value of the shopping experience. Design/methodology/approach Based on 27 in situ qualitative interviews with waiting consumers, this study explores the dual role of queues as both psychological triggers and brand signals. Findings The results show that queues provoke a variety of consumer reactions – including status signaling, communal identity, joyful anticipation, as well as frustration and perceived unfairness. These emotional responses correspond with the dimensions of the Brand Luxury Index, indicating that well-managed queues can enhance brand appeal, while poorly managed ones may damage customer loyalty. Practical implications This paper provides strategic insights for luxury managers aiming to balance exclusivity with accessibility, and to turn waiting into a valuable part of the customer journey. Originality/value This study contributes to the understanding of queuing as a strategic branding tool in luxury retail. It offers managerial insights into optimizing waiting experiences to strengthen customer relationships and sustain high-end positioning in an increasingly democratized luxury market.

Keywords: Queuing strategy; Brand exclusivity; Luxury retail; Experiential branding; Consumer psychology (search for similar items in EconPapers)
Date: 2025-10-16
References: Add references at CitEc
Citations:

Published in Journal of Business Strategy, 2025, 46 (5-6), pp.169-179. ⟨10.1108/JBS-10-2023-0213⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05381688

DOI: 10.1108/JBS-10-2023-0213

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().