The paradox of the distribution of luxury brands regarding e-shopping: Cluster analysis and evolution of consumers’ attitudes and behaviors according to their profile and levels of luxury

Décisions Marketing (2015)
Authors: N. Veg-Sala and A. Geerts

The use of the e-shopping in the luxury industry represents both an opportunity and a threat and strengthens the distribution paradox of the luxury brands between diffusion and exclusivity. The objectives of this paper are to bring about a better understanding of the attitudes and behaviors of the luxury consumers and to study their evolutions. By means of a double methodology, qualitative and quantitative (with two data collection in 2010 and 2014), a threefold typology of the luxury consumers according to their profile and luxury levels is developed. Theoretical and managerial implications are highlighted.
Keywords : Luxury, e-shopping, typology of consumers, levels of luxury