How are multi-brand e-retailers addressing luxury brands´ dream equation?

Abstract

The dream equation, the positive and negative effect of brand awareness and penetration, respectively, on the luxury dream, has been challenged bye-commerce. This work project focuses on how five multi-brand e-retailers are addressing this equation. After conducting observations and in-depth semi-structured interviews, it is possible to infer that the dream is no longer related to what the theory predicts, but with the luxury experience. Interviewees do not feel that a true luxury experience is provided online as they do not feel exclusive. Therefore, multi-brand e-retailers, which increase brand accessibility and penetration, do not highly damage the dream equation anymore.