奢侈品时尚公司在虚拟世界中的零售策略：提升品牌体验

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2025-01-03 DOI:10.1016/j.jretconser.2024.104202

Lala Hu , Mirko Olivieri , Marta Giovannetti , Elena Cedrola

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引用次数: 0

摘要

本研究旨在探讨奢侈时尚品牌如何在涉及虚拟世界的零售策略中管理品牌体验。为了实现这一研究目标，我们采用了定性的方法，收集了26位奢侈品牌从业者和行业专家的半结构化访谈。结果突出了奢侈品零售的关键领域，在这些领域中，Metaverse活动可以提升品牌体验并减少摩擦。本研究通过对奢侈时尚品牌在虚拟世界中的新兴战略提供理论见解，对奢侈品零售的文献做出了贡献。最后，本文讨论了奢侈时尚品牌如何利用虚拟世界以沉浸式的方式整合渠道的管理含义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The retail strategies of luxury fashion firms in the metaverse: Enhancing brand experiences

This study investigates how luxury fashion brands manage brand experience in retail strategies that involve the metaverse. To achieve this research objective, we adopted a qualitative methodology collecting 26 semi-structured interviews with luxury brand practitioners and industry experts. The results highlight key areas in luxury retail where Metaverse campaigns enhance brand experiences and reduce frictions. This study contributes to the literature on luxury retailing by providing theoretical insights into the emerging strategies of luxury fashion brands in the metaverse. Finally, managerial implications are discussed in terms of how luxury fashion brands can leverage the metaverse to integrate channels in an immersive manner.

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.