M(art)worlds : consumer perceptions of how luxury brand stores become art institutions

Annamma JOY, Jeff Jianfeng WANG, Tsang Sing CHAN, John F. SHERRY Jr.*, Geng CUI

*Corresponding author for this work

Research output: Journal PublicationsJournal Article (refereed)

56 Citations (Scopus)

Abstract

Through an ethnographic study of how consumers perceive and experience Louis Vuitton flagship stores, we show that luxury stores are becoming hybrid institutions, embodying elements of both art galleries and museums, within a context of exclusivity emblematic of luxury. We create the term "M(Art)World" to capture the essence of this aesthetically oriented strategy. Participants take note of the company's sleekly elegant architecture, interior design, and adroit use of lighting that are modelled after those of museums housing world-class exhibits. The store's merchandize is artisanal, often produced in collaboration with artists. Objects for sale are displayed alongside actual art, rendering both products equivalent. Employees function as curators, offering guidance and knowledge, as well as goods for sale. We analyze how luxury consumers experience and evaluate the ways in which luxury stores operate as contemporary art institutions, and extrapolate those insights into managerial implications for other retail venues.
Original languageEnglish
Pages (from-to)347-364
Number of pages18
JournalJournal of Retailing
Volume90
Issue number3
Early online date25 Feb 2014
DOIs
Publication statusPublished - Sep 2014

Fingerprint

Luxury
Consumer perceptions
Luxury brands
Art
Retail
Artist
Exclusivity
Consumer experience
Guidance
Employees

Keywords

  • Art
  • Artists
  • Consumer perceptions
  • Corporate art patron
  • Louis vuitton
  • Luxury
  • Luxury brand aesthetics
  • Museums
  • Retail brand aesthetization

Cite this

JOY, Annamma ; WANG, Jeff Jianfeng ; CHAN, Tsang Sing ; SHERRY Jr., John F. ; CUI, Geng. / M(art)worlds : consumer perceptions of how luxury brand stores become art institutions. In: Journal of Retailing. 2014 ; Vol. 90, No. 3. pp. 347-364.
@article{39282631c225434fbc1c6e8f77126660,
title = "M(art)worlds : consumer perceptions of how luxury brand stores become art institutions",
abstract = "Through an ethnographic study of how consumers perceive and experience Louis Vuitton flagship stores, we show that luxury stores are becoming hybrid institutions, embodying elements of both art galleries and museums, within a context of exclusivity emblematic of luxury. We create the term {"}M(Art)World{"} to capture the essence of this aesthetically oriented strategy. Participants take note of the company's sleekly elegant architecture, interior design, and adroit use of lighting that are modelled after those of museums housing world-class exhibits. The store's merchandize is artisanal, often produced in collaboration with artists. Objects for sale are displayed alongside actual art, rendering both products equivalent. Employees function as curators, offering guidance and knowledge, as well as goods for sale. We analyze how luxury consumers experience and evaluate the ways in which luxury stores operate as contemporary art institutions, and extrapolate those insights into managerial implications for other retail venues.",
keywords = "Art, Artists, Consumer perceptions, Corporate art patron, Louis vuitton, Luxury, Luxury brand aesthetics, Museums, Retail brand aesthetization",
author = "Annamma JOY and WANG, {Jeff Jianfeng} and CHAN, {Tsang Sing} and {SHERRY Jr.}, {John F.} and Geng CUI",
year = "2014",
month = "9",
doi = "10.1016/j.jretai.2014.01.002",
language = "English",
volume = "90",
pages = "347--364",
journal = "Journal of Retailing",
issn = "0022-4359",
publisher = "Elsevier BV",
number = "3",

}

M(art)worlds : consumer perceptions of how luxury brand stores become art institutions. / JOY, Annamma; WANG, Jeff Jianfeng; CHAN, Tsang Sing; SHERRY Jr., John F.; CUI, Geng.

In: Journal of Retailing, Vol. 90, No. 3, 09.2014, p. 347-364.

Research output: Journal PublicationsJournal Article (refereed)

TY - JOUR

T1 - M(art)worlds : consumer perceptions of how luxury brand stores become art institutions

AU - JOY, Annamma

AU - WANG, Jeff Jianfeng

AU - CHAN, Tsang Sing

AU - SHERRY Jr., John F.

AU - CUI, Geng

PY - 2014/9

Y1 - 2014/9

N2 - Through an ethnographic study of how consumers perceive and experience Louis Vuitton flagship stores, we show that luxury stores are becoming hybrid institutions, embodying elements of both art galleries and museums, within a context of exclusivity emblematic of luxury. We create the term "M(Art)World" to capture the essence of this aesthetically oriented strategy. Participants take note of the company's sleekly elegant architecture, interior design, and adroit use of lighting that are modelled after those of museums housing world-class exhibits. The store's merchandize is artisanal, often produced in collaboration with artists. Objects for sale are displayed alongside actual art, rendering both products equivalent. Employees function as curators, offering guidance and knowledge, as well as goods for sale. We analyze how luxury consumers experience and evaluate the ways in which luxury stores operate as contemporary art institutions, and extrapolate those insights into managerial implications for other retail venues.

AB - Through an ethnographic study of how consumers perceive and experience Louis Vuitton flagship stores, we show that luxury stores are becoming hybrid institutions, embodying elements of both art galleries and museums, within a context of exclusivity emblematic of luxury. We create the term "M(Art)World" to capture the essence of this aesthetically oriented strategy. Participants take note of the company's sleekly elegant architecture, interior design, and adroit use of lighting that are modelled after those of museums housing world-class exhibits. The store's merchandize is artisanal, often produced in collaboration with artists. Objects for sale are displayed alongside actual art, rendering both products equivalent. Employees function as curators, offering guidance and knowledge, as well as goods for sale. We analyze how luxury consumers experience and evaluate the ways in which luxury stores operate as contemporary art institutions, and extrapolate those insights into managerial implications for other retail venues.

KW - Art

KW - Artists

KW - Consumer perceptions

KW - Corporate art patron

KW - Louis vuitton

KW - Luxury

KW - Luxury brand aesthetics

KW - Museums

KW - Retail brand aesthetization

UR - http://commons.ln.edu.hk/sw_master/2162

UR - https://www.scopus.com/inward/record.uri?eid=2-s2.0-84906081662&doi=10.1016%2fj.jretai.2014.01.002&partnerID=40&md5=58eb099207d96b936f3e17e02ed7df78

U2 - 10.1016/j.jretai.2014.01.002

DO - 10.1016/j.jretai.2014.01.002

M3 - Journal Article (refereed)

VL - 90

SP - 347

EP - 364

JO - Journal of Retailing

JF - Journal of Retailing

SN - 0022-4359

IS - 3

ER -