Christel de Lassus

Shopping for kids’ luxury brands: young mothers’ identity quest in retail spaces

The aim of the present paper is to focus on mothers as key influencers in luxury retailing contexts. Using a semiotic interpretation of mothers’ discourses, we underline the identity motivations for purchasing luxury apparel for their pre-adolescent children. The paper shows that when shopping for luxury brands for their pre-adolescent children, mothers manage discrepancies between their “real” and “idealized” selves as well as the pushes and pulls of being a mother and a woman. This study addresses an under-researched area in the retail literature, investigating the way young mothers fluctuate between four identity positions. In the process of shopping, they variously adopt identification, idealization, transmission and creation positions that retailers should address in their store organisation, furnishing and decoration of corners, visual communication and digital in-store innovations.

Managers et recherche en marketing: de nouvelles attentes dans un contexte de bouleversements technologiques et temporels

Bien que le marketing fasse l’objet de nombreux debats, aucun travail recent n’a analyse le regard que portent les managers en France vis-a-vis de ce champ mais aussi vis-a-vis des chercheurs. Une recherche conduite aupres de 18 responsables marketing permet de mettre en lumiere l’impact majeur de la technologie du numerique sur l’evolution des marches et sur leur metier. Dans ce contexte, leurs attentes vont dans le sens d’une necessaire redefinition des modeles de consommation, de la relation client, des methodes d’analyse et de reflexions de fond sur les sujets d’avenir. Ils appellent egalement a une collaboration renforcee avec le monde academique, sous la contrainte du temps et de la pertinence manageriale.