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Luxury fashion brands on e-commerce: a threat to their exclusivity?

Troisfontaine, Victoria
(2020)

Files

Troisfontaine_62701800_2020.pdf
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Details

Supervisors
Chevalier, Ludovic
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion
Abstract
The aim of this thesis is to understand the position of luxury fashion brands on e-commerce, taking into account the potential risk for their exclusivity. Actually, those brands rely on key principles that appear in contradiction to the ones of e-commerce, which raised some doubts about their compatibility. Therefore, this research relies on one key question: Does e-commerce constitute a threat to the exclusivity of luxury fashion brands? Through a literature review and a qualitative research focused on the brand’s perspective, the decision for luxury fashion brands to be online has been analysed. In this evolving environment, those brands need to consider this new channel in their distribution. However, we will see that key strategies have to be implemented in order to maintain exclusivity online.