Making it in e-luxury: how can luxury niche brands leverage from (and break into) luxury e-tailing titans
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/140313 |
Resumo: | Over the last two decades, luxury multi brand pure players made a huge contribution to the rapid acceleration of the online luxury market. This digital development simultaneously propelled the emergence of personal luxury goods niche brands in the industry’s competitive landscape. By analysing multiple luxury multi brand e-retailers, this study concludes that although it is not easy to break into these platforms, brands can leverage from Net-a-Porter and Far fetch in their image building process by receiving positive brand equity and brand awareness. Amazon, whilst being a good driver of sales, should be avoided due to its deteriorating potential to a brand’s image. |
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Making it in e-luxury: how can luxury niche brands leverage from (and break into) luxury e-tailing titansLuxuryPremiumFashionE-commerceFarfetchOnline LuxuryNicheE-retailLuxury distributionLuxury retailLuxury e-commerceE-luxuryNet-a-porterAmazonDomínio/Área Científica::Ciências Sociais::Economia e GestãoOver the last two decades, luxury multi brand pure players made a huge contribution to the rapid acceleration of the online luxury market. This digital development simultaneously propelled the emergence of personal luxury goods niche brands in the industry’s competitive landscape. By analysing multiple luxury multi brand e-retailers, this study concludes that although it is not easy to break into these platforms, brands can leverage from Net-a-Porter and Far fetch in their image building process by receiving positive brand equity and brand awareness. Amazon, whilst being a good driver of sales, should be avoided due to its deteriorating potential to a brand’s image.Maincourt, Christophe Yann PhilippeRUNAlves, Hiago Araújo2021-06-292021-05-212025-05-21T00:00:00Z2021-06-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/140313TID:202894959enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:17:22Zoai:run.unl.pt:10362/140313Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:49:36.791131Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Making it in e-luxury: how can luxury niche brands leverage from (and break into) luxury e-tailing titans |
title |
Making it in e-luxury: how can luxury niche brands leverage from (and break into) luxury e-tailing titans |
spellingShingle |
Making it in e-luxury: how can luxury niche brands leverage from (and break into) luxury e-tailing titans Alves, Hiago Araújo Luxury Premium Fashion E-commerce Farfetch Online Luxury Niche E-retail Luxury distribution Luxury retail Luxury e-commerce E-luxury Net-a-porter Amazon Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Making it in e-luxury: how can luxury niche brands leverage from (and break into) luxury e-tailing titans |
title_full |
Making it in e-luxury: how can luxury niche brands leverage from (and break into) luxury e-tailing titans |
title_fullStr |
Making it in e-luxury: how can luxury niche brands leverage from (and break into) luxury e-tailing titans |
title_full_unstemmed |
Making it in e-luxury: how can luxury niche brands leverage from (and break into) luxury e-tailing titans |
title_sort |
Making it in e-luxury: how can luxury niche brands leverage from (and break into) luxury e-tailing titans |
author |
Alves, Hiago Araújo |
author_facet |
Alves, Hiago Araújo |
author_role |
author |
dc.contributor.none.fl_str_mv |
Maincourt, Christophe Yann Philippe RUN |
dc.contributor.author.fl_str_mv |
Alves, Hiago Araújo |
dc.subject.por.fl_str_mv |
Luxury Premium Fashion E-commerce Farfetch Online Luxury Niche E-retail Luxury distribution Luxury retail Luxury e-commerce E-luxury Net-a-porter Amazon Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Luxury Premium Fashion E-commerce Farfetch Online Luxury Niche E-retail Luxury distribution Luxury retail Luxury e-commerce E-luxury Net-a-porter Amazon Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Over the last two decades, luxury multi brand pure players made a huge contribution to the rapid acceleration of the online luxury market. This digital development simultaneously propelled the emergence of personal luxury goods niche brands in the industry’s competitive landscape. By analysing multiple luxury multi brand e-retailers, this study concludes that although it is not easy to break into these platforms, brands can leverage from Net-a-Porter and Far fetch in their image building process by receiving positive brand equity and brand awareness. Amazon, whilst being a good driver of sales, should be avoided due to its deteriorating potential to a brand’s image. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-06-29 2021-05-21 2021-06-29T00:00:00Z 2025-05-21T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10362/140313 TID:202894959 |
url |
http://hdl.handle.net/10362/140313 |
identifier_str_mv |
TID:202894959 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/embargoedAccess |
eu_rights_str_mv |
embargoedAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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