Price has always had a key role in the luxury fashion market, because high prices are linked to the prestige of luxury products. Because of this, scholars have neglected the possible existence of unintuitive and controversial pricing strategies followed by luxury firms. This article deals with this literature gap, analysing the odd even price strategy. With the direct observation of physical and digital store windows of 20 luxury brands, this research examines the relationship between odd even price strategy and the luxury level of fashion brands considering both offline and online channels.
THE ODD EVEN PRICE PARADOX IN THE FASHION LUXURY SECTOR / Aiello, Gaetano; Donvito, Raffaele; Vannucci, Virginia; Wagner, Beverly; Wilson, Juliette. - In: GLOBAL FASHION MANAGEMENT CONFERENCE PROCEEDING. - ISSN 2288-825X. - ELETTRONICO. - 2017:(2017), pp. 329-334. (Intervento presentato al convegno Global Fashion Management Conference at Vienna tenutosi a Vienna nel Luglio 2017) [10.15444/GFMC2017.04.06.03].
THE ODD EVEN PRICE PARADOX IN THE FASHION LUXURY SECTOR
Vannucci, Virginia
;
2017
Abstract
Price has always had a key role in the luxury fashion market, because high prices are linked to the prestige of luxury products. Because of this, scholars have neglected the possible existence of unintuitive and controversial pricing strategies followed by luxury firms. This article deals with this literature gap, analysing the odd even price strategy. With the direct observation of physical and digital store windows of 20 luxury brands, this research examines the relationship between odd even price strategy and the luxury level of fashion brands considering both offline and online channels.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
