Monograph

Il lusso nel dettaglio

Strategie Experience Based nella teatralità retail moda
  • Cristiano Ciappei,
  • Micaela Surchi,

The title refers to both the role of the detail in a general theory of luxury and fashion, and to the retail form of distribution in which the luxury experience of the end user has its origins.
The detail in luxury is an excess of opportunities for enjoyment, a sensual wealth in the satisfaction of needs through the merging of intellectual, aesthetic, emotional and sentimental pleasure. The resulting fulfilment transcends the typical and minimal need to which a certain satisfactory experience would be destined. Luxury is a splendour that explodes the experience, causing it to acquire new, different and richer meanings.
The luxury in detail is a manifestation of this excess in commercial distribution. Tracing the needs of a post-modern consumer implies transforming the purchase into a moment of enhanced sensorial and cognitive engagement that invades the innerness of the person and enriches the meaning of his or her experience. No longer simply the supply of necessities but an authentic experience, a memorable event. Hence for retail there emerges a need to implement experience-based strategies designed to create value and evade the logic of direct competition.
An empirical survey carried out in the Florentine context of luxury brands illustrates the elements that materialise this strategy and create the "purchasing experience". The innovative model of excellence that is applied to the commercial context is that of the theatre. The sales outlet becomes the stage. When the customer enters: "act one" the curtain rises and the performance begins.

  • Keywords:
  • Abbigliamento,
  • Comunicazione,
  • Estetica,
  • Marketing,
  • Moda,
  • Firenze,
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Cristiano Ciappei

University of Florence, Italy - ORCID: 0000-0002-4153-1110

Micaela Surchi

University of Florence, Italy

CRISTIANO CIAPPEI, Full Professor of Business Strategy and Value in the Faculty of Economics of the University of Florence is currently engaged in the study of business governance, fashion product innovation and business assessment.

MICAELA SURCHI, Temporary research assistant in the Department of Business Science of the University of Florence, is also in charge of business relations at the Fashion Monitoring Centre of the Florence Provincial Authority. An expert in web marketing, she is currently engaged with the study of fashion marketing and the monitoring of the network of fashion companies in the Florentine area.

Table of Contents

Sommario

Introduzione (PDF)

PDF
  • Publication Year: 2008
  • Pages: 392

PRINT
  • Publication Year: 2008
  • Pages: 392

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  • Publication Year: 2008

Bibliographic Information

Book Title

Il lusso nel dettaglio

Book Subtitle

Strategie Experience Based nella teatralità retail moda

Authors

Cristiano Ciappei, Micaela Surchi

Peer Reviewed

Number of Pages

392

Publication Year

2008

Copyright Information

© 2008 Author(s)

Content License

CC BY-NC-ND 3.0 IT

Metadata License

CC0 1.0

Publisher Name

Firenze University Press

DOI

10.36253/978-88-8453-773-7

ISBN Print

978-88-8453-772-0

eISBN (pdf)

978-88-8453-773-7

eISBN (xml)

978-88-9273-823-2

Series Title

TITOLO FUORI COLLANA

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