Retail Luxury Strategy: Assembling Charisma through Art and Magic

@article{Dion2011RetailLS,
  title={Retail Luxury Strategy: Assembling Charisma through Art and Magic},
  author={Delphine Dion and Eric J. Arnould},
  journal={Journal of Retailing},
  year={2011},
  volume={87},
  pages={502-520}
}
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… 

Tables from this paper

The Prada Trend: Brand Building at the Intersection of Design, Art, Technology, and Retail Experience
Prada is one of the most successful Italian fashion businesses with unique design aesthetics and provocative counter-mainstream spirit. It is also one of a few companies in the global luxury industry
Art as strategic branding tool for luxury fashion brands
This study aims to understand the lasting relationship between luxury fashion and art. The purpose of the paper is to explore whether the application of art, the cooperation with artists, the
Capturing the Magic of the Customer Experience at Harrods: An Exploration into Theatrical Performance in Modern Luxury Retail.
L uxury retail strategy centralises around creating desires in a fascinating, compelling way. Increasingly, as many brands attempt to fit within the luxury umbrella, luxury retailers must adopt a
Iconic art infusion in luxury retail strategies: Unveiling the potential
ABSTRACT This research investigates art infusion, a phenomenon in which artistic elements contribute to enhance the perceived value of consumer goods, in the retailing sector. An experiment conducted
Brand social power in luxury retail
Purpose – This research aims to investigate the factors which contribute to the power of luxury brands in the stores and the means through which brand power meaning transfers to the clients.
Decoding fashion advertising symbolism in masstige and luxury brands
PurposeThe purpose of this paper is to advance the theory and practice of luxury and masstige brand advertising effectiveness by decoding symbolism imbedded in fashion
M(Art)worlds: consumer perceptions of how luxury brand stores become art institutions
Through an ethnographic study of how consumers perceive and experience Louis Vuitton flagship stores, we show that luxury stores are becoming hybrid institutions, embodying elements of both art
The Commoditization of Luxury
Today, the term luxury has become ubiquitous. To attain aspirational attributes, products not traditionally perceived as luxurious are associating themselves with luxury, which confuses its meaning.
Luxury Retail Environments And Changing Masculine Sociocultural Norms
This article explores how luxury brands communicate with male shoppers through their retail environments in the context of changing sociocultural definitions of masculinity. While Bain and Company
When Fashion Meets Art: The Artification of Luxury Fashion Brands
This introductory chapter provides the theoretical foundation for the phenomenon of artification—that is, the transformation of nonart into art—which has been increasingly strategically employed by
...
1
2
3
4
5
...

References

SHOWING 1-10 OF 189 REFERENCES
Why Are Themed Brandstores So Powerful? Retail Brand Ideology at American Girl Place
Although there is growing interest in themed brandstores, we still know very little about the source of these retail environments’ power to affect consumers profoundly. Utilizing an ethnographic
Themed flagship brand stores in the new millennium: theory, practice, prospects
Abstract The flagship brand store is an increasingly popular venue used by marketers to build relationships with consumers. As we move further into an experience economy in the new millennium,
Retail spectacles and brand meaning: insights from a brand museum case study.
This article explores the expansion of brand meaning within a spectacular, retail environment. Spectacular retailing environments include themed retailing, brandscapes, flagship brand stores, themed
Prada and the Art of Patronage
Abstract This article examines the relationship between luxury brands and the arts through an analysis of Prada's patronage of “avant-garde” artists and architects. Luxury is a relational concept and
Branding a Store: How to Build Successful Retail Brands in a Changing Marketplace
"Branding a Store" shows how to build a strong, independent retail brand identity to remain competitive in today's global marketplace. First this book explains the distinction between retail brands
Inside Marketing: Practices, Ideologies, Devices
INTRODUCTION Inside Marketing: Practices, Ideologies, Devices PART I: STUDYING MARKETING DIFFERENTLY 1. Marketing as a Monstrosity: the Impossible Place Between Culture and Economy 2. The Uses of Use
Romancing the Market
Romancing the Market is a radical rethinking of marketing understanding. Marketing and consumer research are dominated by the neo-classical ideals of the Enlightenment such as rigour, dispassion and
Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning
Retro brands are relaunched historical brands with updated features. The authors conduct a “netnographic” analysis of two prominent retro brands, the Volkswagen New Beetle and Star Wars: Episode
Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding
Brands are today under attack by an emerging countercultural movement. This study builds a dialectical theory of consumer culture and branding that explains the rise of this movement and its
The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
Luxury is in fashion and is now to be found within almost every retail, manufacturing and service sector. New terms qualifying luxury regularly appear such as 'premium', 'ultra-premium' and
...
1
2
3
4
5
...