KOREASCHOLAR

THE ODD EVEN PRICE PARADOX IN THE FASHION LUXURY SECTOR

Gaetano Aiello, Raffaele Donvito, Virginia Vannucci, Beverly Wagner, Juliette Wilson
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/325852
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Global Fashion Management Conference
2017 Global Fashion Management Conference at Vienna (2017.07)
pp.329-334
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
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

Keyword
PriceLuxuryFashionOdd-even priceStore windows
Author
  • Juliette Wilson(University of Strathclyde, UK)
  • Beverly Wagner(University of Strathclyde, UK)
  • Virginia Vannucci(University of Florence, Italy)
  • Raffaele Donvito(University of Florence, Italy)
  • Gaetano Aiello(University of Florence, Italy)