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Shopping for kids’ luxury brands: young mothers’ identity quest in retail spaces

Author

Listed:
  • Virginie Silhouette-Dercourt

    (CEPN - Centre d'Economie de l'Université Paris Nord (ancienne affiliation) - UP13 - Université Paris 13 - CNRS - Centre National de la Recherche Scientifique)

  • Christel de Lassus

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

The aim of the present paper is to focus on mothers as key influencers in luxury retailing contexts. Using a a semiotic interpretation of mothers' discourses, we underline the identity motivations for purchasing luxury apparel for their pre-adolescent children. The paper shows that when shopping for luxury brands for their pre-adolescent children, mothers manage discrepancies between their "real" and "idealised" selves as well as the pushs and pulls of being a mother and a woman. -This study addresses an under-researched area in the retail literature, investigating the way young mothers fluctuate between 4 identity positions In the process of shopping, they: identification, idealisation, transmission and creation that retailers must address in their store organisation, furnishing and decoration of corners, visual communication and digital in-store innovations.

Suggested Citation

  • Virginie Silhouette-Dercourt & Christel de Lassus, 2016. "Shopping for kids’ luxury brands: young mothers’ identity quest in retail spaces," Post-Print hal-01797573, HAL.
    • Handle: RePEc:hal:journl:hal-01797573
    DOI: 10.1108/IJRDM-08-2015-0133
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    Cited by:

    1. Klein, Andreas & Sharma, Varinder M., 2022. "Consumer decision-making styles, involvement, and the intention to participate in online group buying," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

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