Futurizing luxury: an activity-centric model of phygital luxury experiences

Abstract

PurposeThe purpose of this study is to examine how phygital luxury experiences can be generated from mobile-mediated service activities while enabling luxury apparel shoppers to attain status goals and hedonic goals. Phygital luxury experiences are defined in this context as shopping experiences that blend the participative and immersive components of mobile and ubiquitous media with physical luxury servicescapes.Design/methodology/approachThis conceptual research draws on activity theory from the field of human-computer interaction to produce an activity-centric model of phygital luxury experiences. By drawing on activity theory, the authors develop research propositions and build a conceptual model. The conceptual model probes how phygital luxury experiences can be generated from mobile-mediated service activities that enable luxury apparel shoppers to attain status goals and hedonic goals. In turn, service activities are proposed to meld with luxury shopping goals when mobile devices allow luxury apparel shoppers to participate in community-, rules-, and labor-based service activities.FindingsFirst, the conceptual model demonstrates that social validation and personalization are status and hedonic drivers for community-based service activities (e.g. content-sharing and multiplatform storytelling). Second, special privileges and new comforts are status and hedonic drivers for rules-based service activities (e.g. engaging in pseudo-webrooming, pseudo-showrooming, and seamless and on-demand resources). Third, know-how and domination are status and hedonic drivers for labor-based service activities (e.g. adopting self-service technologies and smart or intelligent displays).Originality/valueThis conceptual model contributes to the well-documented need for research on interactive luxury strategies and luxury retail innovation. Overall, these service activities provide luxury brands and shoppers new opportunities for building elite communities, bending store rules, and altering the division of labor within physical stores. At the same time, this model shows that exclusivity and allure of luxury consumption can be reproduced through luxury apparel shoppers’ embodied interactions with salespeople and relevant audiences in connected store environments.

Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

“…One key driver of this convergence has been the rise of technology‐enabled omnichannel customer experience in stores (Alexander & Kent, 2022), with consumers seeking personalized and engaging brand interactions. For example, the use of immersive mobile and ubiquitous media components to offer phygital luxury experiences (Lawry, 2022) and behavioral analytics for monitoring in‐store journeys (Alexander & Kent, 2022; Angel, 2021). The pandemic has also accelerated the convergence, which has forced many retailers to re‐examine customer journeys and adopt omnichannel strategies (Kannan & Kulkarni, 2022).…”

Specificity and development of distribution strategies of luxury fashion brands

“…The above form of distribution implies the integration of all available distribution channelsphysical stores, digital web stores, and catalogue and telephone sales, all of which are under the control of distributors. Shopping experiences that combine the participatory and immersive elements of mobile and ubiquitous media with actual luxury servicescapes are referred to as "phygital luxury experiences" in this context [31]. The well-documented need for research on interactive luxury tactics and innovative luxury retail is met in part by this conceptual model [31].…”

“…Shopping experiences that combine the participatory and immersive elements of mobile and ubiquitous media with actual luxury servicescapes are referred to as "phygital luxury experiences" in this context [31]. The well-documented need for research on interactive luxury tactics and innovative luxury retail is met in part by this conceptual model [31]. Overall, these service activities provide high-end retailers and consumers fresh chances to create exclusive communities, defy store policies, and change the way work is done in actual stores [31].…”

“…The well-documented need for research on interactive luxury tactics and innovative luxury retail is met in part by this conceptual model [31]. Overall, these service activities provide high-end retailers and consumers fresh chances to create exclusive communities, defy store policies, and change the way work is done in actual stores [31]. This model also demonstrates how luxury clothes consumers' embodied interactions with salespeople and pertinent audiences in connected store environments might mimic the exclusivity and attraction of premium consumption [31].…”

“…Overall, these service activities provide high-end retailers and consumers fresh chances to create exclusive communities, defy store policies, and change the way work is done in actual stores [31]. This model also demonstrates how luxury clothes consumers' embodied interactions with salespeople and pertinent audiences in connected store environments might mimic the exclusivity and attraction of premium consumption [31]. Customers can initiate an interaction anytime and anywhere during the purchasing process, which gives them a high degree of decision-making and fully optimizes the purchasing process.…”