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題名 奢侈品產業數位化的挑戰
The Challenges of Digitalization in the Luxury Industry
作者 王思思
Wang, Sissi
貢獻者 何富年
Ho, Foo-Nin
王思思
Wang, Sissi
關鍵詞 Luxury
Digitalization
Omnichannel
NFT
Blockchain
日期 2025
上傳時間 1-Jul-2025 15:01:04 (UTC+8)
摘要 This thesis explores the challenges and opportunities that digitalization presents to the luxury industry. It addresses the question: How can luxury Maisons embrace digital innovation while preserving their heritage and core values? My internship at Chanel in the Digital & Innovation department offered valuable insights into the history of Chanel but also how a luxury brand navigates digital transformation. I observed that only selected product categories, such as Fragrance & Beauty and Eyewear, were available online, raising questions about the strategic choices behind limited digital offerings. Drawing on academic literature, press articles, and empirical studies, this research analyses how luxury brands integrate digital tools into their models. While initially hesitant, fearing a loss of exclusivity and brand value, luxury houses are now increasingly leveraging digital solutions to enhance both customer experience and operational efficiency.
參考文獻 (n.d.). Retrieved from CNRTL: https://cnrtl.fr/definition/luxe (2025). Retrieved from LVMH: https://www.lvmh.fr/actionnaires/profil/indicateurs-financiers/#groupe Abou-foul, M. R.-A. (2020). The impact of digitalization and servitization on the financial performance of a firm: an empirical analysis. Production Planning & Control, 32(12), 975–989. doi:https://doi.org/10.1080/09537287.2020.17805 AFP. (2022). Métavers, NFT : l'industrie du luxe investit dans la mode virtuelle. Fashion United. Retrieved from https://fashionunited.fr/actualite/mode/metavers-nft-l-industrie-du-luxe-investit-dans-la-mode-virtuelle/2022030729136 Anita Balchandani, G. D. (2025). The State of Luxury: How to navigate a slowdown. Mckinsey & Company. Retrieved from https://www.mckinsey.com/industries/retail/our-insights/state-of-luxury#/ Arrigo, E. (2018). Social media marketing in luxury brands: A systematic literature review and implications for management research. Management Research Review, 41(6), 657-679. doi:https://doi.org/10.1108/MRR-04-2017-0134 Audenaert, M. (2024). « Le luxe doit désormais être à la confluence de la performance et de l’engagement » Hélène Valade, LVMH. Journal du Luxe. Retrieved from https://www.journalduluxe.fr/fr/business/helene-valade-lvmh-livre-blanc-luxe-durabilite-rse Batat, W. (2019). The New Luxury Experience: Creating the Ultimate Customer Experience. doi:10.1007/978-3-030-01671-5 Bourgoin, L. (2025). Secteur du luxe : entre transformation digitale et clients de plus en plus exigeants. Retrieved from https://www.shiptify.com/logtech/logistique-secteur-luxe Chapuis, D. (2019). Chanel investit à tour de bras dans le digital et les boutiques. Les Echos. Retrieved from https://www.lesechos.fr/industrie-services/mode-luxe/chanel-investit-a-tour-de-bras-dans-le-digital-et-les-boutiques-1029996 Claudia D'Arpizio, F. L. (2025). Luxury in Transition: Securing Future Growth. Bain & Company. Retrieved from https://www.bain.com/insights/luxury-in-transition-securing-future-growth/ Companies, T. E. (2023). Annual Report. The Estée Lauder Companies. Retrieved from https://media.elcompanies.com/files/e/estee-lauder-companies/universal/investors/investor-resources/toolkit/form-10k-08182023.pdf Dabi-Schwebel, G. (2014). Les origines du luxe et de son marketing. 1min30. Retrieved from https://www.1min30.com/brand-marketing/les-origines-du-luxe-et-de-son-marketing-8296 Faure, E. (2020). Chanel, bien connecté à ses clientes. Le Figaro. Retrieved from https://www.lefigaro.fr/style/chanel-bien-connecte-a-ses-clientes-20191216 Filip Bourée, V. B. (2018). The Luxury Omnichannel: Is omnichannel the right path. Strategy& PWC. Retrieved from https://www.strategyand.pwc.com/fr/fr/the-luxury-omnichannel-dilemma/the-luxury-omnichannel-dilemma.pdf Foo Nin Ho, J. W. (2023). Does masstige offer the prestige of luxury without the social costs? Status and warmth perceptions from masstige and luxury signals. Journal of Business Research, 155, A. doi:https://doi.org/10.1016/j.jbusres.2022.113382 Institute, H. (n.d.). Avec sa plateforme marketing Engage, Moët Hennessy veut connaître et engager le consommateur final. Hub Institute. Retrieved from HUB Institute: https://www.hubinstitute.com/articles/avec-sa-plateforme-marketing-engage-moet-hennessy-veut-connaitre-et-engager-le-consommateur-final Jacoberger-Lavoué, V. (2022). Les marques de luxe s'emparent des NFT. Les Echos. Retrieved from https://www.lesechos.fr/industrie-services/mode-luxe/les-marques-de-luxe-semparent-des-nft-1410431 Kapferer, J.-N. &. (2009). The specificity of luxury management: Turning marketing upside down. Journal of Brand Management, 16, 311-322. doi:https://doi.org/10.1057/bm.2008.51 Klaus, P. (2022). How luxury retail will change forever – The role of atmospherics in the digital era. Journal of Retailing and Consumer Services, 68. doi:https://doi.org/10.1016/j.jretconser.2022.103057 Ktitareff, M. (2021). Le luxe à l’assaut de la technologie blockchain. Forbes. Retrieved from https://www.forbes.fr/business/le-luxe-a-lassaut-de-la-technologie-blockchain/ L’histoire du luxe. (2022). Retrieved from Supdeluxe: https://www.supdeluxe.com/fr/actualites-ecole/lhistoire-du-luxe L’Oréal Brandstorm. (n.d.). Retrieved from L’Oréal Brandstorm: https://brandstorm.loreal.com/en La Maison des Startups. (n.d.). Retrieved from LVMH: https://www.lvmh.com/en/commitment-in-action/for-people/la-maison-des-startups Landi, M. (2025, May 15). Fashion giant Dior confirms customer data accessed in cyber attack. The Independent. Retrieved from https://www.independent.co.uk/news/business/dior-cyber-attack-customer-data-breach-b2751719.html LEMAIRE, M. (2021). Entre digitalisation et durabilité: les enjeux du luxe de demain. Fashion Network. Retrieved from https://fr.fashionnetwork.com/news/Entre-digitalisation-et-durabilite-les-enjeux-du-luxe-de-demain,1357210.html#molly-goddard Maman Larraufie, A. F. (2014). The e-semiotics of luxury. Journal of Global Fashion Marketing, 5(3), 197–208. doi:https://doi.org/10.1080/20932685.2014.906120 Manon DESCAMPS, F. A. (n.d.). Enjeux cyber et transformation digitale des maisons du luxe. OnePoint. Retrieved from https://www.groupeonepoint.com/fr/publications/enjeux-cyber-et-transformation-digitale-des-maisons-du-luxe/ Mathilde Haemmerlé, C. M. (2025). Luxury and Technology: Toward the Boutique of the Future. Bain & Company. Retrieved from https://www.bain.com/insights/luxury-and-technology-toward-the-boutique-of-the-future/ Maximilian Klöckner, C. G. (2023). Exploring the physical–digital interface in blockchain applications: Insights from the luxury watch industry. Transportation Research Part E: Logistics and Transportation Review, 179. doi:https://doi.org/10.1016/j.tre.2023.103300 Nicolas Garin, O. L. (2024). The Global Luxury Goods Industry. Xerfi. Pozzi, M. (2024). Linkedin. Retrieved from https://www.linkedin.com/posts/marco-pozzi-3396b542_digitalcompetitivemap-fashionluxury-altagammadigitalawards-activity-7181605309767962624-tl-l/ Roggeveen, A. L. (2020). How the COVID-19 Pandemic May Change the World of Retailing Journal of Retailing. Journal of Retailing, 96, 169-171. Retrieved from https://doi.org/10.1016/j.jretai.2020.04.002 Rosso, S. (2023, July). La marque de cosmétiques Estée Lauder a été victime d’une cyberattaque. Siècle Digital. Retrieved from https://siecledigital.fr/2023/07/21/marque-cosmetiques-estee-lauder-victime-cyberattaque/ (2024). Share of the personal luxury goods market worldwide in 2024, by region. Statista. Retrieved from https://www.statista.com/statistics/675153/share-of-the-luxury-goods-market-worldwide-by-region/ Transport : ce que le digital apporte au monde du luxe. (n.d.). Retrieved from DDS A Generis Group Company: https://www.dds-supplychain.com/transport-digital-luxe/#:~:text=Au%20travers%20d'une%20solution,lien%20avec%20le%20produit%20exp%C3%A9di%C3%A9. Wiedmann, K.-P. H. (2012). Luxury Consumption in the Trade-Off between Genuine and Counterfeit Goods: What Are the Consumers’ Underlying Motives and Value-Based Drivers? Journal of Brand Management, 19, 544-566. doi:https://doi.org/10.1057/bm.2012.10 Wong J, H. F. (2023). The reference- independence of CSR expectations for luxury firms. PLoS ONE, 18 (6). doi:e0287014 https://doi.org/ 10.1371/journal.pone.0287014 Wong, F.-N. H. (2022). Disassociation from the common herd: conceptualizing (in)conspicuous consumption as luxury consumer maturity. Consumption Markets & Culture. doi:10.1080/10253866.2022.2066655 Zhao, L. (2023). Analysis of LVMH Group's Business Operation Model and Marketing Strategy - A Case Study Based on Group Mergers and Acquisitions. Advances in Economics Management and Political Sciences, 53(1), 25-36. doi:10.54254/2754-1169/53/20230781
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
113933057
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0113933057
資料類型 thesis
dc.contributor.advisor 何富年zh_TW
dc.contributor.advisor Ho, Foo-Ninen_US
dc.contributor.author (Authors) 王思思zh_TW
dc.contributor.author (Authors) Wang, Sissien_US
dc.creator (作者) 王思思zh_TW
dc.creator (作者) Wang, Sissien_US
dc.date (日期) 2025en_US
dc.date.accessioned 1-Jul-2025 15:01:04 (UTC+8)-
dc.date.available 1-Jul-2025 15:01:04 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2025 15:01:04 (UTC+8)-
dc.identifier (Other Identifiers) G0113933057en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/157806-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 113933057zh_TW
dc.description.abstract (摘要) This thesis explores the challenges and opportunities that digitalization presents to the luxury industry. It addresses the question: How can luxury Maisons embrace digital innovation while preserving their heritage and core values? My internship at Chanel in the Digital & Innovation department offered valuable insights into the history of Chanel but also how a luxury brand navigates digital transformation. I observed that only selected product categories, such as Fragrance & Beauty and Eyewear, were available online, raising questions about the strategic choices behind limited digital offerings. Drawing on academic literature, press articles, and empirical studies, this research analyses how luxury brands integrate digital tools into their models. While initially hesitant, fearing a loss of exclusivity and brand value, luxury houses are now increasingly leveraging digital solutions to enhance both customer experience and operational efficiency.en_US
dc.description.tableofcontents 1. Introduction 1 2. The Luxury Industry and its Evolution 2 2.1. Historical Overview 2 2.2. Economic Overview and the Impact of COVID-19 2 2.3. The Luxury Industry by Region 7 2.4. Future Perspectives 8 3. The Specificity of Luxury Industry 10 3.1. What Makes Luxury? 10 3.2. Luxury Industry Strategies: Breaking Away from Traditional Codes 12 3.3. Consumers’ Purchasing Behaviors 12 4. An Industry Reticent to Digitalize: A Strongly Retail-oriented Model with Limited Web Presence 14 4.1. Business Model and Strategic Approach Overview 14 4.2. Customer Loyalty Strategies and Physical Customer Experiences 16 4.3. Deep-Rooted Heritage Values of Luxury Houses in Tension with Digitalization 16 4.4. Luxury Brands’ Reluctance Toward Digitalization Due to the Rise of Cyberattacks 17 5. Digital Transformation in Luxury: Front Office Challenges 20 5.1. Confrontation Between the Retail Experience and the Online Experience 20 5.2. The Challenge of Omnichannel Integration 21 5.3. Phygital Experiences 24 5.4. Luxury Brands Partner with Startups to Enhance Their Digital Footprint 28 5.5. NFTs in Luxury: a New Way to Boost Brand Value while Keeping Authenticity 28 5.6. Digital Technnology Serving Sustainability 30 6. Leveraging Back-Office Digitalization to Optimize Operations 33 6.1. Optimizing Supply Chain Management and Inventory Control 33 6.2. Fighting Counterfeiting with Blockchain Technology 33 7. Financial Impact on Luxury Company 37 7.1. Digitalization Has a Positive Impact on Companies’ Financial Performance 37 7.2. Analysis: Are Global Luxury Leade the Most Advanced in Digitalization? 37 8. Conclusion 41 References 43zh_TW
dc.format.extent 2200452 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0113933057en_US
dc.subject (關鍵詞) Luxuryen_US
dc.subject (關鍵詞) Digitalizationen_US
dc.subject (關鍵詞) Omnichannelen_US
dc.subject (關鍵詞) NFTen_US
dc.subject (關鍵詞) Blockchainen_US
dc.title (題名) 奢侈品產業數位化的挑戰zh_TW
dc.title (題名) The Challenges of Digitalization in the Luxury Industryen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) (n.d.). Retrieved from CNRTL: https://cnrtl.fr/definition/luxe (2025). Retrieved from LVMH: https://www.lvmh.fr/actionnaires/profil/indicateurs-financiers/#groupe Abou-foul, M. R.-A. (2020). The impact of digitalization and servitization on the financial performance of a firm: an empirical analysis. Production Planning & Control, 32(12), 975–989. doi:https://doi.org/10.1080/09537287.2020.17805 AFP. (2022). Métavers, NFT : l'industrie du luxe investit dans la mode virtuelle. Fashion United. Retrieved from https://fashionunited.fr/actualite/mode/metavers-nft-l-industrie-du-luxe-investit-dans-la-mode-virtuelle/2022030729136 Anita Balchandani, G. D. (2025). The State of Luxury: How to navigate a slowdown. Mckinsey & Company. Retrieved from https://www.mckinsey.com/industries/retail/our-insights/state-of-luxury#/ Arrigo, E. (2018). Social media marketing in luxury brands: A systematic literature review and implications for management research. Management Research Review, 41(6), 657-679. doi:https://doi.org/10.1108/MRR-04-2017-0134 Audenaert, M. (2024). « Le luxe doit désormais être à la confluence de la performance et de l’engagement » Hélène Valade, LVMH. Journal du Luxe. Retrieved from https://www.journalduluxe.fr/fr/business/helene-valade-lvmh-livre-blanc-luxe-durabilite-rse Batat, W. (2019). The New Luxury Experience: Creating the Ultimate Customer Experience. doi:10.1007/978-3-030-01671-5 Bourgoin, L. (2025). Secteur du luxe : entre transformation digitale et clients de plus en plus exigeants. Retrieved from https://www.shiptify.com/logtech/logistique-secteur-luxe Chapuis, D. (2019). Chanel investit à tour de bras dans le digital et les boutiques. Les Echos. Retrieved from https://www.lesechos.fr/industrie-services/mode-luxe/chanel-investit-a-tour-de-bras-dans-le-digital-et-les-boutiques-1029996 Claudia D'Arpizio, F. L. (2025). Luxury in Transition: Securing Future Growth. Bain & Company. Retrieved from https://www.bain.com/insights/luxury-in-transition-securing-future-growth/ Companies, T. E. (2023). Annual Report. The Estée Lauder Companies. Retrieved from https://media.elcompanies.com/files/e/estee-lauder-companies/universal/investors/investor-resources/toolkit/form-10k-08182023.pdf Dabi-Schwebel, G. (2014). Les origines du luxe et de son marketing. 1min30. Retrieved from https://www.1min30.com/brand-marketing/les-origines-du-luxe-et-de-son-marketing-8296 Faure, E. (2020). Chanel, bien connecté à ses clientes. Le Figaro. Retrieved from https://www.lefigaro.fr/style/chanel-bien-connecte-a-ses-clientes-20191216 Filip Bourée, V. B. (2018). The Luxury Omnichannel: Is omnichannel the right path. Strategy& PWC. Retrieved from https://www.strategyand.pwc.com/fr/fr/the-luxury-omnichannel-dilemma/the-luxury-omnichannel-dilemma.pdf Foo Nin Ho, J. W. (2023). Does masstige offer the prestige of luxury without the social costs? Status and warmth perceptions from masstige and luxury signals. Journal of Business Research, 155, A. doi:https://doi.org/10.1016/j.jbusres.2022.113382 Institute, H. (n.d.). Avec sa plateforme marketing Engage, Moët Hennessy veut connaître et engager le consommateur final. Hub Institute. Retrieved from HUB Institute: https://www.hubinstitute.com/articles/avec-sa-plateforme-marketing-engage-moet-hennessy-veut-connaitre-et-engager-le-consommateur-final Jacoberger-Lavoué, V. (2022). Les marques de luxe s'emparent des NFT. Les Echos. Retrieved from https://www.lesechos.fr/industrie-services/mode-luxe/les-marques-de-luxe-semparent-des-nft-1410431 Kapferer, J.-N. &. (2009). The specificity of luxury management: Turning marketing upside down. Journal of Brand Management, 16, 311-322. doi:https://doi.org/10.1057/bm.2008.51 Klaus, P. (2022). How luxury retail will change forever – The role of atmospherics in the digital era. Journal of Retailing and Consumer Services, 68. doi:https://doi.org/10.1016/j.jretconser.2022.103057 Ktitareff, M. (2021). Le luxe à l’assaut de la technologie blockchain. Forbes. Retrieved from https://www.forbes.fr/business/le-luxe-a-lassaut-de-la-technologie-blockchain/ L’histoire du luxe. (2022). Retrieved from Supdeluxe: https://www.supdeluxe.com/fr/actualites-ecole/lhistoire-du-luxe L’Oréal Brandstorm. (n.d.). Retrieved from L’Oréal Brandstorm: https://brandstorm.loreal.com/en La Maison des Startups. (n.d.). Retrieved from LVMH: https://www.lvmh.com/en/commitment-in-action/for-people/la-maison-des-startups Landi, M. (2025, May 15). Fashion giant Dior confirms customer data accessed in cyber attack. The Independent. Retrieved from https://www.independent.co.uk/news/business/dior-cyber-attack-customer-data-breach-b2751719.html LEMAIRE, M. (2021). Entre digitalisation et durabilité: les enjeux du luxe de demain. Fashion Network. Retrieved from https://fr.fashionnetwork.com/news/Entre-digitalisation-et-durabilite-les-enjeux-du-luxe-de-demain,1357210.html#molly-goddard Maman Larraufie, A. F. (2014). The e-semiotics of luxury. Journal of Global Fashion Marketing, 5(3), 197–208. doi:https://doi.org/10.1080/20932685.2014.906120 Manon DESCAMPS, F. A. (n.d.). Enjeux cyber et transformation digitale des maisons du luxe. OnePoint. Retrieved from https://www.groupeonepoint.com/fr/publications/enjeux-cyber-et-transformation-digitale-des-maisons-du-luxe/ Mathilde Haemmerlé, C. M. (2025). Luxury and Technology: Toward the Boutique of the Future. Bain & Company. Retrieved from https://www.bain.com/insights/luxury-and-technology-toward-the-boutique-of-the-future/ Maximilian Klöckner, C. G. (2023). Exploring the physical–digital interface in blockchain applications: Insights from the luxury watch industry. Transportation Research Part E: Logistics and Transportation Review, 179. doi:https://doi.org/10.1016/j.tre.2023.103300 Nicolas Garin, O. L. (2024). The Global Luxury Goods Industry. Xerfi. Pozzi, M. (2024). Linkedin. Retrieved from https://www.linkedin.com/posts/marco-pozzi-3396b542_digitalcompetitivemap-fashionluxury-altagammadigitalawards-activity-7181605309767962624-tl-l/ Roggeveen, A. L. (2020). How the COVID-19 Pandemic May Change the World of Retailing Journal of Retailing. Journal of Retailing, 96, 169-171. Retrieved from https://doi.org/10.1016/j.jretai.2020.04.002 Rosso, S. (2023, July). La marque de cosmétiques Estée Lauder a été victime d’une cyberattaque. Siècle Digital. Retrieved from https://siecledigital.fr/2023/07/21/marque-cosmetiques-estee-lauder-victime-cyberattaque/ (2024). Share of the personal luxury goods market worldwide in 2024, by region. Statista. Retrieved from https://www.statista.com/statistics/675153/share-of-the-luxury-goods-market-worldwide-by-region/ Transport : ce que le digital apporte au monde du luxe. (n.d.). Retrieved from DDS A Generis Group Company: https://www.dds-supplychain.com/transport-digital-luxe/#:~:text=Au%20travers%20d'une%20solution,lien%20avec%20le%20produit%20exp%C3%A9di%C3%A9. Wiedmann, K.-P. H. (2012). Luxury Consumption in the Trade-Off between Genuine and Counterfeit Goods: What Are the Consumers’ Underlying Motives and Value-Based Drivers? Journal of Brand Management, 19, 544-566. doi:https://doi.org/10.1057/bm.2012.10 Wong J, H. F. (2023). The reference- independence of CSR expectations for luxury firms. PLoS ONE, 18 (6). doi:e0287014 https://doi.org/ 10.1371/journal.pone.0287014 Wong, F.-N. H. (2022). Disassociation from the common herd: conceptualizing (in)conspicuous consumption as luxury consumer maturity. Consumption Markets & Culture. doi:10.1080/10253866.2022.2066655 Zhao, L. (2023). Analysis of LVMH Group's Business Operation Model and Marketing Strategy - A Case Study Based on Group Mergers and Acquisitions. Advances in Economics Management and Political Sciences, 53(1), 25-36. doi:10.54254/2754-1169/53/20230781zh_TW