Making it in e-luxury: how can luxury niche brands leverage from (and break into) luxury e-tailing titans

Detalhes bibliográficos
Autor(a) principal: Alves, Hiago Araújo
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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spelling 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
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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
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str 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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