Retail Luxury Strategy: Assembling Charisma through Art and Magic

  title={Retail Luxury Strategy: Assembling Charisma through Art and Magic},
  author={Delphine Dion and Eric J. Arnould},
  journal={Journal of Retailing},
Luxury retail strategy differs from other retail strategies not merely in distinctive formulations of product, price, distribution, and appeals to customer distinction. Instead, it increasingly stands or falls on the legitimacy of a charismatic creative director. The director offers an aesthetic brand ideology. Luxury retail draws on the principles of art and magic to assemble the charismatic persona of the creative director and to diffuse his aesthetic ideology to the brand. Moreover, luxury… 

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