Futurizing luxury: an activity-centric model of phygital luxury experiences
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 16 May 2022
Issue publication date: 3 May 2023
Abstract
Purpose
The purpose of this study is to examine how phygital luxury experiences can be generated from mobile-mediated service activities while enabling luxury apparel shoppers to attain status goals and hedonic goals. Phygital luxury experiences are defined in this context as shopping experiences that blend the participative and immersive components of mobile and ubiquitous media with physical luxury servicescapes.
Design/methodology/approach
This conceptual research draws on activity theory from the field of human-computer interaction to produce an activity-centric model of phygital luxury experiences. By drawing on activity theory, the authors develop research propositions and build a conceptual model. The conceptual model probes how phygital luxury experiences can be generated from mobile-mediated service activities that enable luxury apparel shoppers to attain status goals and hedonic goals. In turn, service activities are proposed to meld with luxury shopping goals when mobile devices allow luxury apparel shoppers to participate in community-, rules-, and labor-based service activities.
Findings
First, the conceptual model demonstrates that social validation and personalization are status and hedonic drivers for community-based service activities (e.g. content-sharing and multiplatform storytelling). Second, special privileges and new comforts are status and hedonic drivers for rules-based service activities (e.g. engaging in pseudo-webrooming, pseudo-showrooming, and seamless and on-demand resources). Third, know-how and domination are status and hedonic drivers for labor-based service activities (e.g. adopting self-service technologies and smart or intelligent displays).
Originality/value
This conceptual model contributes to the well-documented need for research on interactive luxury strategies and luxury retail innovation. Overall, these service activities provide luxury brands and shoppers new opportunities for building elite communities, bending store rules, and altering the division of labor within physical stores. At the same time, this model shows that exclusivity and allure of luxury consumption can be reproduced through luxury apparel shoppers' embodied interactions with salespeople and relevant audiences in connected store environments.
Keywords
Acknowledgements
Declarations of interest: None
Citation
Lawry, C.A. (2023), "Futurizing luxury: an activity-centric model of phygital luxury experiences", Journal of Fashion Marketing and Management, Vol. 27 No. 3, pp. 397-417. https://doi.org/10.1108/JFMM-05-2021-0125
Publisher
:Emerald Publishing Limited
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