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Luxury Shopping Experience and E-commerce Startups: Strategies and Challenges

by Le Lea Truc

Institution:	Savannah College of Art and Design
Department:
Degree:
Year:	2017
Keywords:	Thesis (M.F.A.) Luxury and Fashion Management; Savannah College of Art and Design Department of Luxury and Fashion Management
Posted:	2/1/2018 12:00:00 AM
Record ID:	2166409
Full text PDF:	http://ecollections.scad.edu/iii/cpro/DigitalItemViewPage.external?sp=1003865

Abstract

Bibliography: pages 119-121 "Luxury at its core has always been associated with rarity and exclusivity.Technological advancements and massive exposure online are prone to conflict with thetraditional concept of luxury brands. How fashion entrepreneurs can break into the industryby leveraging their limited resources? How to create luxury and exclusive luxury experienceonline for startup fashion brands? Bolstered by triangulation research approach this projectfocuses on understanding the forthcoming of luxury online experience, challenges andsuccess factors of fashion e-commerce startups and its future in the US. market. Followingthe literature review, interviews with top brand strategists, digital markets, and startupfounders of accessible luxury online fashion brands are conducted. The analysis of theseinterview, data collection, and case studies will allow the comprehensive and consistentassessment ecommerce business models and provide a reference or foundation for success ofstartup founders in this highly competitive e-tailing fashion industry." Keywords: e-commerce, fashion entrepreneurs, consumer behaviors, online shopping, luxuryexperienceAdvisors/Committee Members: CHAIR: Lo Sicco, Salvatore (Luca), Collins, Sarah, Khattar, Vanessa.