The latino luxury consumer: why the use of personal luxury goods multi- e-retailers is limited in Latin America?: exploring cartiers risks and opportunities of engaging in the luxury multi brand online pure-player ecosystem

• Autor(a) principal: Arce, Carolina Del Pilar Ramirez
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/153486
• topic: Luxury E-Commerce; Personal Goods Multi-Brand E-Retailers; Latino Luxury Consumer; CEMS MIM; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The growth of luxury multi-brand e-retailers is expected worldwide. However, there is currently a lack of literature, not allowing to understand the perception and usage of this channel in Latin America. This paper aims to better understand the Latino luxury consumer and its interactions with multi-brand e-retailers. Furthermore, to identify what are the barriers that have been limiting these interactions. With desk research, an analysis of reviews, and qualitative research, three consumer types have been identified. Therefore, the recommendations are based on each one of these consumers, with also overall implications for multi-brand e-retailer and luxury brands.