Old and New Distribution Channels in the Luxury Sector

Old and New Distribution Channels in the Luxury Sector

Fabrizio Mosca (University of Turin, Italy) and Elisa Giacosa (University of Turin, Italy)
Copyright: © 2016 |Pages: 24
DOI: 10.4018/978-1-4666-9958-8.ch010


The focus of this chapter is to provide scientific evidence to luxury businesses for competing in a competitive global market, providing for further research opportunities of old and new distribution channels. Thanks to a qualitative method, it emerged that distribution strategies implemented by firms operating in luxury markets are typical and specific with respect to firms in other markets and represent a source of competitive advantage. Four phenomena have characterized distribution in this area in recent years: a growing investment by luxury brands in direct distribution activities; the integration between distribution and communication activities; the development of the digital channel in luxury markets; and lastly, the growing integration between User Generated Content and distribution channels. As the distribution variable influences the constitution of brand identity, old and new distribution channels have to be differently articulated according to the exclusivity of the brand.
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The luxury business represented a very interesting topic on which many researchers focused.

Luxury in an elitist connotation, but also a social manifestation in a community. A specific target is attracted, firstly, for a status symbol connotation and for intrinsic quality of the products, price, rarity and creative content. More precisely, luxury fashion is divided into non-affordable luxury and affordable luxury, according to the target audience.

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