Keeping exclusivity in an E-Commerce environment: the case of Farfetch.com and the market of luxury clothes
Brands are facing the challenge of using mass marketing strategies and simultaneously accentuating the exclusivity dimension of their products in order to get a higher market value. This fact rises the need of a better understanding about the presence of luxury brands in the electronic commerce. Whi...
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| Format: | article |
| Language: | eng |
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2018
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| Online Access: | http://hdl.handle.net/1822/66651 |
| Country: | Portugal |
| Oai: | oai:repositorium.sdum.uminho.pt:1822/66651 |