E-commerce, luxury companies, Christian Dior Couture, Mobilegeddon, Google, Facebook, influence of social networks, luxury market, luxury product, performance
This present thesis aims to bring answers to an issue related to the influence of e-commerce on the performance of luxury companies by looking at the case of the company Christian Dior Couture. Named "The influence of e-commerce on the financial performance of luxury companies: the case of Christian Dior Couture" this thesis has for purpose to shed light on the financial impact of e-commerce within luxury companies.
The review of the literature gave us a first step to better understand the context of the creation of e-commerce, its evolution and then its adoption by the companies that composed the actual economy. In a second phase, it led us to focus on a particular industry which is the luxury one and finally to present the paradox that surrounds the relationship between e-commerce and the world of luxury and especially the many opportunities that flow from it.
[...] Second, luxury products are often synonymous with excellence. Quality is never an option, it must be observed in manufacturing characteristics such as raw materials, standards and know-how (Fraser, 2014). Luxury items are usually handmade. This is explained by the fact that luxury is a social phenomenon in a society led by human beings. The relationship between craftsmanship and luxury has always existed. Highly skilled personnel, time and very expensive materials are the necessary conditions to produce craft items that only the wealthiest can afford. [...]
[...] It is this evolution of consumer perception that guides the evolution of luxury e-commerce. According to Schwamm, if brands do not adapt quickly to this new paradigm, they would be threatened with extinction. This is all the challenge of the evolution of websites and the strategies of digitalization of luxury brands. This trend was apparent in Polo Ralph Lauren, during the first half of 2017 the American chain saw its sales in the department stores fall by 26% and this decrease was also observed in their own stores. [...]
[...] To illustrate our point, it seemed interesting to study the case of the great luxury company Christian Dior Couture and see how it adapted to this new mode of consumption. This study will be accompanied by two interviews with senior officials of the e-commerce activity of the Parisian house. I. Chapter Literature review A. E-commerce, a tool for the future of companies 1. What is the E-commerce? E-commerce has seen an increase in the number of publications relating to him in recent years, which has led to an increase in the number of definitions. [...]
[...] On the other hand, social networks and all online data cross-continents and social classes. Thus, anyone can denigrate the brand on social networks but also participate in the valorization and creation of the brand (Corbellini & Saviolo Som & Blanckaert, 2015). Finally, the provenance of the products is also a problem, more and more people do not hesitate to inquire but unfortunately the Internet user is not immune to the counterfeiting or the theft of personal data Data protection and the fight counterfeiting Data protection and the fight against counterfeiting are major issues for luxury brands on the Internet. [...]
[...] It is the opposite of vulgarity. "(Quoted in Okonkwo p.13). Her successor Karl Lagerfeld said luxury is to feel the comfort of a shirt in a very expensive dress. He added that if you do not feel this comfort, you are not a person accustomed to luxury but you are a rich person who can buy things. According to Jean-Louis Dumas, president of Hermes, "luxury can be very simple, for example, stay 15 minutes longer in bed" (quoted in Forbes India, 2013). Mr. [...]
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