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The impact of physical stores vs. digital channels on brand equity and image: a comparative study on luxury and non-luxury brands – an analysis of non-luxury brands: how does the use of physical stores vs. digital channels affect brand equity and image for luxury vs. non-luxury brands?
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Resumo(s)
This study explores how physical stores and digital channels shape brand image and equity in
luxury and non-luxury fashion. Luxury brands depend on physical stores to create exclusive,
immersive experiences, using digital channels to broaden awareness and desirability while
upholding their exclusivity. Non-luxury brands, on the other hand, use digital channels for
broader reach of customers and trend responsiveness, with stores adding credibility and trust.
Based on expert interviews and literature, findings reveal that both industries thrive with an
integrated omnichannel approach.
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Business model Physical vs. digital Fast fashion business model Mass fashion Brand image Brand equity E-commerce Omnichannel Luxury fashion