The Internet Use by the Luxury Industry
The Internet use by the Luxury industry An interactive tool for a very demanding sector
Supervisor: Margareta Paulsson
Authors: Charlotte LARBANET Benjamin LIGIER
Master Thesis Umeå School of Business Spring Semester 2009
1
Acknowledgements
Assistance from many people contributed to the accomplishment of our master thesis. Therefore we wish to express our thanks to Umea School of Business and Economics for contributing toward the success of our year abroad in Sweden. Also, we would like to thank our teachers, friends, and classmates at USBE. It has been a real privilege to work in an international school at multinational and diverse people‟s side. Special thanks go to our supervisor Margareta Paulsson for her determination to make our paper each time better with corrections and suggestions. Finally, we appreciated the love and encouragement from our families stayed in France during this experience of ten months at Umeå.
2
Dedication
This thesis is firstly dedicated to my parents Anne-Valérie and Patrice Larbanet and to my grand-parents Annick and Jean-Paul Godart for their education and love; and to Marc Moles for all his support during this year. Charlotte Larbanet
I highly dedicate this thesis to my entire family: my parents Michèle and Daniel Ligier but also to my brothers and sister Maxime, Jean-Philippe and Anne-Sophie Ligier.
Benjamin Ligier
3
Summary
Luxury is a particular sector that is difficult to define. However it can be characterized using these following adjectives: high price product, exclusivity, prestige, and niche market. A luxury branding offers a high quality product associated to a superb level of service to customers looking for pleasure, experience but also social identification. Internet is a mass media using by 1,596 million of people around the world that don‟t permit physical interaction between web users. Despite this, the authors asked themselves why a mass media without physical contact
Supervisor: Margareta Paulsson
Authors: Charlotte LARBANET Benjamin LIGIER
Master Thesis Umeå School of Business Spring Semester 2009
1
Acknowledgements
Assistance from many people contributed to the accomplishment of our master thesis. Therefore we wish to express our thanks to Umea School of Business and Economics for contributing toward the success of our year abroad in Sweden. Also, we would like to thank our teachers, friends, and classmates at USBE. It has been a real privilege to work in an international school at multinational and diverse people‟s side. Special thanks go to our supervisor Margareta Paulsson for her determination to make our paper each time better with corrections and suggestions. Finally, we appreciated the love and encouragement from our families stayed in France during this experience of ten months at Umeå.
2
Dedication
This thesis is firstly dedicated to my parents Anne-Valérie and Patrice Larbanet and to my grand-parents Annick and Jean-Paul Godart for their education and love; and to Marc Moles for all his support during this year. Charlotte Larbanet
I highly dedicate this thesis to my entire family: my parents Michèle and Daniel Ligier but also to my brothers and sister Maxime, Jean-Philippe and Anne-Sophie Ligier.
Benjamin Ligier
3
Summary
Luxury is a particular sector that is difficult to define. However it can be characterized using these following adjectives: high price product, exclusivity, prestige, and niche market. A luxury branding offers a high quality product associated to a superb level of service to customers looking for pleasure, experience but also social identification. Internet is a mass media using by 1,596 million of people around the world that don‟t permit physical interaction between web users. Despite this, the authors asked themselves why a mass media without physical contact
References: 73 Chernatony (de) L., (2001), “Succeeding with brand on the Internet”, Brand Management, Vol.8, No.3, p.186-195