Browse > Article
http://dx.doi.org/10.5850/JKSCT.2021.45.5.741

Characteristics of New Luxury in Louis Vuitton's D2C-Based Mobile Application  

Kim, Mikyung (Graduate School of Design, Sungkyunkwan University)
Yim, Eunhyuk (Dept. of Fashion Design, Sungkyunkwan University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.45, no.5, 2021 , pp. 741-757 More about this Journal
Abstract
In addition to direct sales to consumers, the direct-to-consumers (D2C) strategy, which provides specialized experiences and services, communicates closely with a consumer's perspective. This tendency is related to the recent trend wherein the luxury fashion system is being transformed into a new luxury. Therefore, this study analyzes the development of online D2C platforms and investigates the characteristics of new luxury from the functional, symbolic, and experiential dimension perspectives based on mobile apps, which is becoming increasingly important among online D2C platforms. Based on the study results, the premium of new luxury fashion displayed in Louis Vuitton's mobile D2C platform in terms of product utility and functionality is newly defined as a usable luxury experience. Moreover, from the heritage perspective, based on the cultural sympathy of the brand contents, we determine that an attachment can be formed between new luxury fashion consumers and brands. Additionally, the personalization service and experiential content on the D2C platform can directly afford emotional and bonding induced brand immersion in a playful way.
Keywords
New luxury; Direct-to-consumer; Digital transformation; Mobile native app; Louis Vuitton;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Berman, S. J., & Bell, R. (2011, April). Digital transformation: Creating new business models where digital meets physical (No. GBE03404-USEN-00) [PDF document]. IBM Institute for Business Value. Retrieved from https://www.ibm.com/downloads/cas/KWRV8QK6
2 CB Insights. (2020, December 8). We analyzed 22 of the biggest direct-to-consumer success stories to figure out the secrets to their growth - Here's what we learned. CB Insights. Retrieved from https://www.cbinsights.com/research/direct-to-consumer-retail-strategies/
3 Choi, M. (2014). A study on the luxury attributes of new luxury fashion brands and the influence of motivation for luxury consumption. Bulletin of Korean Society of Basic Design & Art, 15(1), 709-721.
4 Fairs, M. (2020, March 9). Coronavirus offers "a blank page for a new beginning" says Li Edelkoort. Dezeen. Retrieved from https://www.dezeen.com/2020/03/09/li-edelkoort-coronavirus-reset
5 Yim, S., Lee, J., & Ryu, C. (2019). A study on the quality of mobile app service for customer satisfaction : Comparing with free & charged applications. Korean Journal of Business Administration, 32(11), 1935-1961. doi:10.18032/kaaba.2019.32.11.1935   DOI
6 Adobe Korea. (2020, November 11). 유통업계가 D2C(Direct-to-Consumer)에 주목해야하는 이유 [Why the retail industry should pay attention to D2C (Direct-to-Consumer)]. Adobe 블로그 [Adobe blog]. Retrieved from https://blog.adobe.com/ko/publish/2020/11/11/direct-to-consumer-retaliers-are-looking-at.html#gs.cds4q5
7 Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1999(1), 1-15. Retrieved from cdn.ymaws.com/www.ams-web.org/resource/resmgr/original_amsr/vigneron01-1999.pdf
8 Westerman, G., Calmejane, C., Bonnet, D., Ferraris, P., & McAfee, A. (2011, November 17). Digital transformation: A roadmap for billion-dollar organizations [PDF document]. MIT Center for Digital Business and Capgemini Consulting. Retrieved from https://www.capgemini.com/wp-content/uploads/2017/07/Digital_Transformation__A_Road-Map_for_Billion-Dollar_Organizations.pdf
9 Wong, A. (2014, November 5). Asia to lead the way from mobile-first to mobile-only. TODAY. Retrieved from https://www.todayonline.com/tech/asia-lead-way-mobile-first-mobile-only
10 Yablonski, J. (2020). Laws of UX: Using psychology to design better products & services. Sebastopol, CA: O'Reilly Media, Inc.
11 Cristini H., Kauppinen-Raisanen H., Barthod-Prothade, M., & Woodside, A. (2017). Toward a general theory of luxury: Advancing from workbench definitions and theoretical transformations. Journal of Business Research, 70, 101-107. doi:10.1016/j.jbusres.2016.07.001   DOI
12 Dubois, B., & Duquesne, P. (1993). The market for luxury goods: Income versus culture. European Journal of Marketing, 27(1), 35-44. doi:10.1108/03090569310024530   DOI
13 Cho, Y.-H., Kim, S. W., & Jeong, P.-S. (2013). A study on the implementation of Mobile Healthcare System using hybrid app. Journal of the Korea Institute of Information and Communication Engineering, 17(2), 503-514. doi:10.6109/jkiice.2013.17.2.503   DOI
14 Choi, M. (2011). The effect of new luxury fashion brand's product benefit on brand loyalty and brand commitment - Focus on dual path model by brand attitude and brand attachment -. Journal of the Korean Society for Clothing Industry, 13(5), 717-727. doi:10.5805/KSCI.2011.13.5.717   DOI
15 Granot, E., Russell, L. T. M., & Brashear-Alejandro, T. G. (2013). Populence: Exploring luxury for the masses. Journal of Marketing Theory and Practice, 21(1), 31-44. doi:10.2753/MTP1069-6679210102   DOI
16 Han, K. J. (2020, September 23). D2C '신의 한수' 둔 나이키의 질주 [Nike was a 'stroke of genius' fosed on D2C]. The Korea Economic Daily. Retrieved from https://www.hankyung.com/finance/article/2020092333421
17 Heine, K. (2010). The personality of luxury fashion brands. Journal of Global Fashion Marketing, 1(3), 154-163. doi:10.1080/20932685.2010.10593067   DOI
18 Interbrand. (2020). Best Global Brands 2020: A new decade of possibility [PDF document]. Interbrand. Retrieved from https://learn.interbrand.com/hubfs/INTERBRAND/Interbrand_Best_Global_Brands%2020%Desktop.pdf
19 Hirschman, E. C. (1988). Upper class WASPs as consumers: A humanistic inquiry. In E. Hirschman & J. N. Sheth (Eds.), Research in consumer behavior: Vol. 3 (pp. 115-148). Greenwich, CT: JAI Press.
20 Hoang, L. (2019, December 17). Is LVMH's digital transformation working? Luxury Society. Retrieved from https://www.luxurysociety.com/en/articles/2019/12/lvmhs-digital-transformation-working
21 Fionda, A. M., & Moore, C. M. (2009). The anatomy of the luxury fashion brand. Journal of Brand Management, 16(5-6), 347-363. doi:10.1057/bm.2008.45   DOI
22 Bianchi, F., Dupreelle, P., Krueger, F., Seara, J., Watten, D., & Willersdorf, S. (2020, June 1). Fashion's big reset. Boston Consulting Group. Retrieved from https://www.bcg.com/en-kr/publications/2020/fashion-industry-reset-covid
23 Calafell, J. (2020, July 22). The rise of direct-to-consumer. Medium. Retrieved from https://medium.com/@goodrebels/the-rise-of-direct-to-consumer-7fb82066d40d
24 Batat, W. (2019). The new luxury experience: Creating the ultimate customer experience. Cham: Springer.
25 Kim, J. Y., Kim, H. T., & Lee, S. J. (2017). Digital transformation. How will you do it? Seoul: eBizbooks.
26 International Data Corporation. (2020, October 29). IDC Reveals 2021 Worldwide Digital Transformation Predictions; 65% of global GDP digitalized by 2022, driving over $6.8 trillion of direct DX investments from 2020 to 2023. IDC. Retrieved from https://www.idc.com/getdoc.jsp?containerId=prUS46967420
27 Jackson, T. (2004). A contemporary analysis of global luxury brands. In M. Bruce, C. Moore, & G. Birtwistle. (Eds.), International retail marketing: A case study approach (pp. 155-169). Oxford and Burlington: Elsevier Butterworth-Heinemann.
28 Jang, N. (2020). Study on the new luxury fashion through unifying metatheory. Journal of Fashion Design, 20(2), 141-155. doi:10.18652/2020.20.2.9   DOI
29 LVMH. (2021, May 12). 2021 LVMH Innovation Award: discover the 28 finalist startups that will showcase their solutions in the LVMH Gallery, the LVMH Lab & e-Lab at Viva Technology. LVMH. Retrieved from https://www.lvmh.com/news-documents/news/2021-lvmh-innovation-award-discover-the-28-finalist-startups-that-will-showcase-their-solutions-in-the-lvmh-gallery-the-lvmh-lab-e-lab-at-viva-technology
30 Lee, M.-H. (2019). Design and implementation of hybrid apps design based on spring MVC. Journal of the Korea Convergence Society, 10(3), 395-400. doi:10.15207/JKCS.2019.10.3.395   DOI
31 Merleau-Ponty, M. (2002). 지각의 현상학 [Phenomenology of perception] (E.-G. Ryu, Trans.). Seoul: Moonji. (Original work published 1945)
32 Okonkwo, U. (2009). Sustaining the luxury brand on the Internet. Journal of Brand Management, 16(5-6), 302-310. doi:10.1057/bm.2009.2   DOI
33 PSFK & Microsoft. (2020, July). Retail Trends Playbook 2021: Driving operational resiliency with connected people and systems [PDF document]. PSFK. Retrieved from https://clouddamcdnprodep.azureedge.net/gdc/gdc3ZjH4F/original?ocid=mkto_eml_186678
34 Ryu, M. H., & Zhang, M. J. (2019). A study on the luxury goods purchase intentions of Chinese consumers applying an extended model of goal-directed behavior: Focused on the moderating effect of consumption value. The Journal of Eurasian Studies, 16(2), 101-130. doi:10.31203/aepa.2019.16.2.006   DOI
35 Tarasewich, P. (2003). Designing mobile commerce applications. Communications of the ACM, 46(12), 57-60. doi:10.1145/953460.953489   DOI
36 Singhaia, P., Khan, A., Bhat, R., Gangopadhyay, N., & Devan, P. (Eds.). (2020). 2021 Global Marketing Trends: Find your focus [PDF document]. Deloitte Insights. Retrieved from https://www2.deloitte.com/content/dam/Deloitte/lu/Documents/technology/lu-global-marketing-trends-2021.pdf
37 Silverstein, M. J., Fiske, N., & Butman, J. (2008). Trading up: Why consumers want new luxury goods - and how companies create them. New York, NY: Portfolio.