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Le luxe et Internet : évolutions d'un paradoxe

Author

Listed:
  • Angy Geerts

    (UMONS - Université de Mons / University of Mons)

  • Nathalie Veg-Sala

    (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre, UPN - Université Paris Nanterre)

Abstract

Alors que le luxe se caractérise par une image de rareté et de sélectivité, Internet repose sur le principe de diffusion et d'accessibilité. Face à cette opposition, les marques de luxe ont longtemps été sceptiques quant à la création d'un site qui leur serait propre et dans lequel elles pourraient informer, communiquer voire vendre. Ce scepticisme se renforçait par les études menées dans les années 1990 et au début des années 2000 sur les perceptions des consommateurs et des managers. Mais 20 ans après, face aux évolutions socioculturelles et technologiques, très peu de travaux ont été menés sur le sujet ; la dernière recherche de référence datant de 2003. L'objectif de cet article est d'analyser l'évolution des perceptions des managers et des consommateurs face à l'utilisation d'Internet dans le luxe. Sur la base d'une revue des travaux fondateurs sur ces thématiques et d'une triple méthodologie, comprenant des analyses qualitative, quantitative et de contenu, cette recherche discute des principales évolutions de la relation entre le monde du luxe et celui d'Internet et ce, à trois niveaux : les perceptions des consommateurs, les perceptions des managers et le contenu des sites des marques de luxe. Une réelle accélération de l'acceptation d'Internet est mise en évidence et le paradoxe entre luxe et Internet tend à se déplacer progressivement vers les questions de la mise en place de l'e-commerce.

Suggested Citation

  • Angy Geerts & Nathalie Veg-Sala, 2014. "Le luxe et Internet : évolutions d'un paradoxe," Post-Print hal-01525469, HAL.
    • Handle: RePEc:hal:journl:hal-01525469
    Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-01525469
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    References listed on IDEAS

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    1. Nathalie Veg-Sala & Angy Geerts, 2012. "Gestion de la cohérence des récits des marques de luxe sur Internet : étude sémiotique et analyse comparée des secteurs de la maroquinerie et de la joaillerie," Post-Print hal-01532822, HAL.
    2. Nueno, Jose Luis & Quelch, John A., 1998. "The mass marketing of luxury," Business Horizons, Elsevier, vol. 41(6), pages 61-68.
    3. Uche Okonkwo, 2007. "Luxury Fashion Branding," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-59088-5, March.
    4. Gilles Laurent & B. Dubois, 1993. "Is There a Euro Consumer for Luxury Goods ?," Post-Print hal-00829067, HAL.
    5. Jean-Noël Kapferer & Vincent Bastien, 2008. "Luxe oblige," Post-Print hal-00786816, HAL.
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    Cited by:

    1. Elodie Deprince & Angy Geerts, 2019. "Evidence On Expectations Of Luxury Vs Nonluxury Consumers On Facebook Luxury Brand Pages," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 13(2), pages 81-94.
    2. Maria Mercanti-Guerin & Christel de Lassus & Christophe Bezes, 2021. "Quand L'Experientiel En Luxe Se Construit Sur Instagram : Synergie Ou Bataille Entre Marques Et Directeurs Artistiques ?," Post-Print hal-04072273, HAL.
    3. Maria Mercanti-Guérin & Christel de Lassus & Christophe Bezes, 2021. "Quand l'expérientiel en luxe se construit sur Instagram : Synergie ou bataille entre marques et directeurs artistiques ?," Post-Print hal-03264508, HAL.

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    Keywords

    Evolution; Luxe; Internet; Paradoxe;
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