Extensive academic literature regarding the sharing economy and luxury branding exist, however, no literature addresses the intersection of both. This paper aims to gain a deep understanding of the phenomenon of luxury sharing, through a quantitative exploratory research.
The consumer perception of luxury sharing businesses is explored, in order to comprehend the impact of the sharing economy on the demand of luxury consumption. Moreover, an analysis of some successful luxury sharing business models will be carried out to identify a pattern for solid business performances of luxury sharing initiatives. The findings show that consolidated luxury brands should not necessarily regard the sharing economy as a threat, and they highlight that luxury brands can benefit from the sharing economy in different ways. In fact, despite the notional clash between the sharing economy and the concept of luxury, implementing a sharing service can be a successful strategy for a luxury brand, if the right precautions are taken.
Since the field of luxury sharing has been recently established, it has not been adequately examined by academic literature. Hence, this thesis can serve as a starting point for further research on the topic.
|Uddannelser||Cand.merc.imm International Marketing and Management, (Kandidatuddannelse) Afsluttende afhandling|