M(art)worlds : consumer perceptions of how luxury brand stores become art institutions
Document Type
Journal article
Source Publication
Journal of Retailing
Publication Date
9-1-2014
Volume
90
Issue
3
First Page
347
Last Page
364
Keywords
Art, Artists, Consumer perceptions, Corporate art patron, Louis vuitton, Luxury, Luxury brand aesthetics, Museums, Retail brand aesthetization
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.
DOI
10.1016/j.jretai.2014.01.002
Print ISSN
00224359
E-ISSN
18733271
Publisher Statement
Copyright © 2014 New York University
Access to external full text or publisher's version may require subscription.
Full-text Version
Publisher’s Version
Language
English
Recommended Citation
Joy, A., Wang, J. J., Chan, T.-S., Sherry, J. F., Jr., & Cui, G. (2014). M(art)worlds: Consumer perceptions of how luxury brand stores become art institutions. Journal of Retailing, 90(3), 347-364. doi: 10.1016/j.jretai.2014.01.002