Iris Publishers_Journal of Textile Science & Fashion Technology
Luxury Retail – The Online Experience The concept of luxury is as old as humanity even if over time meant different things, luxury is a conceptual and symbolic dimension and it is today the result of a historical evolution. Luxury is mainly irrational and engages strong and intense emotions, it is multisensory. “Luxury is above all a world of brands” Philip Kotler. The luxury brands go beyond the object: they are built from the reputation made from their creations within the social elites and trendsetters. The major conclusion Professor Dubois studies is that consumer attitudes and behavior towards luxury are ambivalent following an attraction/avoidance pattern (sometimes occurring within the same person). The watchword for luxury is experience and the shop is where the client lives the brand. Professors Bastien and Kapferer presented 4 modes of distribution [3], each one more suitable (than the others) according to the products/services and/or the markets where the luxu...