M(Art)Worlds: Consumer Perceptions of How Luxury Brand Stores Become Art Institutions |
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Authors: | Annamma Joy Jeff Jianfeng Wang Tsang-Sing Chan John F. Sherry Jr. Geng Cui |
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Affiliation: | 1. Professor of Marketing, Faculty of Management, The University of British Columbia-Okanagan, EME4145 – 3333 University Way, Kelowna, BC, Canada V1V 1V7;2. Assistant Professor of Marketing, Department of Marketing, G 7515, Academic 1, City University of Hong Kong, Hong Kong Special Administrative Region;3. Shun Hing Chair Professor of Marketing, Department of Marketing and International Business, Lingnan University, 1/F Simon and Eleanor Kwok Building, Lingnan, Tuen Mun, Hong Kong, Hong Kong Special Administrative Region;4. Herrick Professor of Marketing, Mendoza College of Business, The University of Notre Dame, IN 46556, USA;5. Department of Marketing and International Business, Lingnan University, 1/F Simon and Eleanor Kwok Building, Tuen Mun, Hong Kong, Hong Kong Special Administrative Region |
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Abstract: | Through an ethnographic study of how consumers perceive and experience Louis Vuitton flagship stores, we show that luxury stores are becoming hybrid institutions, embodying elements of both art galleries and museums, within a context of exclusivity emblematic of luxury. We create the term “M(Art)World” to capture the essence of this aesthetically oriented strategy. Participants take note of the company's sleekly elegant architecture, interior design, and adroit use of lighting that are modelled after those of museums housing world-class exhibits. The store's merchandize is artisanal, often produced in collaboration with artists. Objects for sale are displayed alongside actual art, rendering both products equivalent. Employees function as curators, offering guidance and knowledge, as well as goods for sale. We analyze how luxury consumers experience and evaluate the ways in which luxury stores operate as contemporary art institutions, and extrapolate those insights into managerial implications for other retail venues. |
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Keywords: | Luxury Luxury brand aesthetics Retail brand aesthetization Consumer perceptions Art Artists Corporate art patron Museums Louis Vuitton |
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