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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Author(s)
Anne-Flore Maman Larraufie
Beatriz Berrotea
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DOI:10.17265/1537-1506/2018.08.001
Affiliation(s)
ESSEC & Sémio Consult, Paris-Venice-Singapore, France-Italy-Singapore
Grupo Opticalia, Madrid, Spain
ABSTRACT
With Internet changing the
luxury business landscape, new players have emerged such as the Online Private
Sales Retailers (OPSRs). These offer online buyers with a choice of
limited-time sales to help companies get rid of their overstocks. Luxury brands
are no exception. No research has been conducted about how luxury consumers
relate with such websites, hence this paper. In an exploratory fashion, interviews
with luxury buyers who also buy online on OPSRs, are conducted to get insights
on consumers’ perceptions and luxury brand equity that selling through OPSRs
may have. We find that appropriate product and brand help consumers forget that
they are buying brands’ unsold stocks, that transferring the luxury
webmospheres would be positively perceived, that consumers from these websites
are looking for benefits such as freedom of use and brand discovery, rather
than personalized offers, that multiple discounts on several OPSRs may damage
the luxury-perception of a brand, that the private sales members consider the
service to be good enough for the demanded price, and that personalized
invitations can help increase online consumers’ feelings of desirability and
exclusivity. The paper concludes with practical recommendations for both luxury
companies and OPSRs.
KEYWORDS
luxury, online sales, private sales, discounts, brand image, consumer behavior
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