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Omni-Channel Luxury

The Development of a Digital Integration Framework for Aspirational Luxury Brands

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Omni-Channel Luxury

The Development of a Digital Integration Framework for Aspirational Luxury Brands

Open access

Rechten:Alle rechten voorbehouden

Samenvatting

The aspirational luxury industry is moving beyond its current capacities. Research has indicated that the average age of the luxury consumer has gone down from 48 to 34 (Popomaronis, 2017). With an average of four devices each, the Generation Y and Z consumer want to be engaged in a seamless shopping experience across multiple channels (Pini & Pelleschi, 2017). However, the majority of luxury brands have been rather slow to seamlessly integrate online channels into their business model.
Initially, luxury brands have been sceptical of digitalisation, since the traditional luxury consumer would not be willing to purchase personal luxury goods online (Brun, 2017). Therefore, the central objective of this study is to address how a digital integration framework in the aspirational luxury industry can provide a seamless omni-channel experience to the Generation Y and Z consumer.
Based on a combination of reliable theories from credible sources, the fundamental elements to a valuable luxury path to purchase for the Generation Y and Z consumer have been assessed by means of a survey. The conduction of a case study allowed the digital integration framework to be set in context by providing a thorough analysis of examples as to how multiple disconnected touchpoints can be translated into a seamless omni-channel experience. Thus, the collection of data allows for a thorough body of knowledge, which in turn proposes the foundation of the omni-channel strategy aspirational luxury brands are lacking.
The increase in connectivity proposes a change in consumer behaviour: the continuous interaction through a number of touchpoints results in a dynamic luxury path to purchase. The luxury consumer of tomorrow expects to be able to shop how, when and where they want, while simultaneously managing engagement with the luxury brand (Pini & Pelleschi, 2017). Whereas the initial challenge for luxury brands was how to translate the offline brand image into online channels, omni-channel retail will separate winners from losers in the following chapter of digitalisation in the luxury industry. With an increase in revenue at stake, the execution of an omni-channel strategy through a model of
seamless integration is easier said than done. However, with the right information at hand, luxury brands can seamlessly bridge the gap between online and offline channels in order to anticipate to the digital lifestyle of the Generation Y and Z consumer.
The art of digitalisation is to assemble multiple touchpoints into a relevant path to purchase. Based on the literature included in this study, a digital integration framework has been developed with a focus on five fundamental elements that are centralised around the needs, wants, and demands of the luxury consumer of tomorrow. Nonetheless, it is recommended for further study to build on the
digital integration framework, as digitalisation in the aspirational luxury industry continues to mature.

Toon meer
OrganisatieDe Haagse Hogeschool
OpleidingMO Europese Studies / European Studies
AfdelingFaculteit Management & Organisatie
Datum2020-05-20
TypeBachelor
TaalEngels

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