The aim of this work is to analyze the distribution strategies of high-symbolic-value goods, as evinced by the behavior of firms in recent years, highlighting the main evolutive trends.
Distribution strategies implemented by firms operating in luxury markets are typical and specific with respect to firms in other markets and represent a source of competitive advantage. Four phenomena have characterized distribution in this area in recent years: first, a growing investment by luxury brands in direct distribution activities; second, the integration between distribution and communication activities; third, the development of the digital channel in luxury markets; the latest trend concerns the growing integration between User Generated Content and distribution channels.
This book is the result of research into the high-symbolic-value product markets of recent years and is the result of a complex system of relationships between the author, who assumes responsibility for what is written, and other persons.