This paper examines how luxury fashion brands renew themselves in order to balance the exclusivity that is associated with luxury goods and with profit maximization. Using consumers' demand theory it is shown how luxury fashion brands go through different phases to renew the perception of exclusivity. A proposed model for the stages a luxury brand goes through to keep up the perception of exclusivity is provided. The focus is on identifying how luxury fashion brands renew themselves in order to create a perception of exclusivity and scarcity. The limitations of the study is that research has yet to be done on how consumers of luxury fashion goods perceive these efforts put forward by luxury fashion brands. Problems associated with luxury fashion brands, theoretically as well as on a practical level, and the crucial need for a perception of exclusivity and how this perception can be maintained are addressed. This paper contributes to the specific, and still limited knowledge on how luxury brands are dynamic and their need for consistency together with renewal and change.
Non-store retailing is dominated by the Internet and is a potential strategy for manufacturers, brand owners, and retailers entering emerging markets. Consumers in developed markets shop online for a variety of retail goods, and motives for choosing e-commerce are often referred to as convenience reason. Convenience is essential for understanding why consumers prefer one channel to another. By revisiting the concept of convenience as a significant variable in e-commerce and exploring its complexity and the multiple meanings of the concept with regard to emerging markets, the paper considers a business opportunity in terms of new ways of reaching emerging markets and proposes potential lines for future research with regard to this concept.
This chapter contributes to the understanding of the impulsive fashion consumer online in a digitalized retail and consumer world. It also questions the notions of impulsive consumption in general. The description of the impulsive fashion consumer as guided by emotional irrationality is questioned and disputed, as the digitalization transforms the retailing concept, alters consumer's way of thinking, and changes buying behavior. The results from a study of young Swedish consumers show that the fashion consumer online wants to be rational and in control of their buying behavior, even when acting under the influence of emotions. Results also indicate that shopping fashion for fun might be better suited for the online environment compared to the mall environment, as supply is richer and inspirational tools are easier to provide on the Internet.
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