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Net-à-Porter « The place to be » pour les marques de luxes ?

Une telle plateforme multi-marques devrait normalement af?cher un taux de transformation plus élevé. «Le taux de transformation d’un site de luxe monomarque est environ 1,5 fois plus faible que celui d’un site marchand classique, explique Marie-Cécile Cervellon, professeur de marketing et spécialiste du luxe à l’EDHEC Business School (Lille). Il y a beaucoup de visites mais peu d’achats. Dans ce contexte, les sites multi-marques tirent leur épingle du jeu.»

Cited As:

Marie-Cécile Cervellon

Jérémie Lempereur

Type:	Press article
Date:	le 13/04/2017
Source :	Tendances Trends

About EDHEC

Operating from campuses in Lille, Nice, Paris, London and Singapore, EDHEC is one of the top 15 European business schools, ranked 1st worldwide for its Master in Finance. Fully international and directly connected to the business world, EDHEC is a school for business, rather than a business school, where excellence in teaching and research focuses on innovation to stimulate entrepreneurship and creativity. For business from birth and dedicated to business, EDHEC makes entrepreneurs for life, able to remodel or create successful businesses wherever they work.
EDHEC functions as a genuine laboratory of ideas and produces innovative solutions valued by businesses. The School’s teaching philosophy, inspired by its award-winning research activities, focuses on “learning by doing”.

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MIT Sloan Management Review (2017), Journal of Business Research (2003 ; 2015 ; 2016), Journal of Retail and Consumer Services (2015), Journal of Travel & Tourism Marketing (2015), European Journal of Marketing (2014), Journal of Corporate Citizenship (2013), International Journal of Retail & Distribution Management (2012 ; 2013), International Journal of Market Research (2013), Journal of Advertising (2013), Journal of Fashion Marketing & Management (2012 ; 2014), Critical Studies in Fashion and Beauty (2011), Advances in Consumer Research (2007), Food Quality and Preference (2005), International Journal of Research in Marketing (2003), Journal of Cross-Cultural Psychology (2002), International Journal of Advertising (2000), Gestion (1999)

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Marie-Cécile Cervellon, Ph.D, is Professor of Marketing at EDHEC Business School with a teaching expertise in brand management and luxury marketing (ref. her edublog LYTE @luxury-talents-education.com). Currently, her areas of research encompass two domains (on stream of research, managerial and interdisciplinary). Her research focusses on brand management on social media and influencer marketing. A second stream of research, more conceptual, aims at understanding current trends of consumption such as e-tail, second-hand, local, and ethical consumption. Her research is mostly conducted in hedonic industries (luxury; perfume & cosmetics; fine food; wine & spirits). It is published in major international journals, such as MIT Sloan Management Review, Journal of Business Research, or International Journal of Research in Marketing. She has been quoted in Newsweek, The Financial Times, and New York Times among other press outlets. Marie-Cécile holds a PhD from McGill University, Montreal, Canada.

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["pathauto"]=> string(1) "1" } ["name"]=> string(0) "" ["picture"]=> string(1) "0" ["data"]=> NULL ["print_html_display"]=> int(1) ["print_html_display_comment"]=> int(0) ["print_html_display_urllist"]=> int(1) ["entity_view_prepared"]=> bool(true) } ["hostEntityId":protected]=> int(62273) ["hostEntityRevisionId":protected]=> bool(false) ["hostEntityType":protected]=> string(4) "node" ["langcode":protected]=> string(3) "und" ["item_id"]=> string(5) "19029" ["revision_id"]=> string(5) "19031" ["field_name"]=> string(24) "field_publication_auteur" ["default_revision"]=> string(1) "1" ["archived"]=> string(1) "0" ["entityType":protected]=> string(21) "field_collection_item" ["entityInfo":protected]=> array(25) { ["label"]=> string(21) "Field collection item" ["label callback"]=> string(18) "entity_class_label" ["uri callback"]=> string(16) "entity_class_uri" ["entity class"]=> string(25) "FieldCollectionItemEntity" ["controller class"]=> string(19) "EntityAPIController" ["base table"]=> 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["bundles"]=> array(2) { ["field_documents"]=> array(3) { ["label"]=> string(32) "Field collection field_documents" ["admin"]=> array(4) { ["path"]=> string(62) "admin/structure/field-collections/%field_collection_field_name" ["real path"]=> string(49) "admin/structure/field-collections/field-documents" ["bundle argument"]=> int(3) ["access arguments"]=> array(1) { [0]=> string(28) "administer field collections" } } ["rdf_mapping"]=> array(0) { } } ["field_publication_auteur"]=> array(3) { ["label"]=> string(41) "Field collection field_publication_auteur" ["admin"]=> array(4) { ["path"]=> string(62) "admin/structure/field-collections/%field_collection_field_name" ["real path"]=> string(58) "admin/structure/field-collections/field-publication-auteur" ["bundle argument"]=> int(3) ["access arguments"]=> array(1) { [0]=> string(28) "administer field collections" } } ["rdf_mapping"]=> array(0) { } } } ["static cache"]=> bool(true) ["field cache"]=> bool(true) ["load hook"]=> string(26) 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["attributes"]=> array(0) { } ["html"]=> bool(false) ["display_url"]=> string(83) "https://business.lesechos.fr/directions-generales/strategie/transformation/03036..." } } } ["field_complement_d_information"]=> array(0) { } ["field_publication_auteur"]=> array(1) { ["und"]=> array(2) { [0]=> array(2) { ["value"]=> string(5) "19028" ["revision_id"]=> string(5) "19030" } [1]=> array(2) { ["value"]=> string(5) "19029" ["revision_id"]=> string(5) "19031" } } } ["field_revue"]=> array(1) { ["und"]=> array(1) { [0]=> array(3) { ["value"]=> string(16) "Tendances Trends" ["format"]=> NULL ["safe_value"]=> string(16) "Tendances Trends" } } } ["field_cible"]=> array(1) { ["und"]=> array(1) { [0]=> array(1) { ["tid"]=> string(3) "235" } } } ["field_classement_cnrs"]=> array(0) { } ["rdf_mapping"]=> array(9) { ["rdftype"]=> array(2) { [0]=> string(9) "sioc:Item" [1]=> string(13) "foaf:Document" } ["title"]=> array(1) { ["predicates"]=> array(1) { [0]=> string(8) "dc:title" } } ["created"]=> 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Brand management, Influencer Marketing, Luxury marketing

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["attributes"]=> array(0) { } ["html"]=> bool(false) ["display_url"]=> string(83) "https://business.lesechos.fr/directions-generales/strategie/transformation/03036..." } } } ["field_complement_d_information"]=> array(0) { } ["field_publication_auteur"]=> array(1) { ["und"]=> array(2) { [0]=> array(2) { ["value"]=> string(5) "19028" ["revision_id"]=> string(5) "19030" } [1]=> array(2) { ["value"]=> string(5) "19029" ["revision_id"]=> string(5) "19031" } } } ["field_revue"]=> array(1) { ["und"]=> array(1) { [0]=> array(3) { ["value"]=> string(16) "Tendances Trends" ["format"]=> NULL ["safe_value"]=> string(16) "Tendances Trends" } } } ["field_cible"]=> array(1) { ["und"]=> array(1) { [0]=> array(1) { ["tid"]=> string(3) "235" } } } ["field_classement_cnrs"]=> array(0) { } ["rdf_mapping"]=> array(9) { ["rdftype"]=> array(2) { [0]=> string(9) "sioc:Item" [1]=> string(13) "foaf:Document" } ["title"]=> array(1) { ["predicates"]=> array(1) { [0]=> string(8) "dc:title" } } ["created"]=> 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array(5) { ["value"]=> string(771) "

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Brand management, Influencer Marketing, Luxury marketing

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["attributes"]=> array(0) { } ["html"]=> bool(false) ["display_url"]=> string(83) "https://business.lesechos.fr/directions-generales/strategie/transformation/03036..." } } } ["field_complement_d_information"]=> array(0) { } ["field_publication_auteur"]=> array(1) { ["und"]=> array(2) { [0]=> array(2) { ["value"]=> string(5) "19028" ["revision_id"]=> string(5) "19030" } [1]=> array(2) { ["value"]=> string(5) "19029" ["revision_id"]=> string(5) "19031" } } } ["field_revue"]=> array(1) { ["und"]=> array(1) { [0]=> array(3) { ["value"]=> string(16) "Tendances Trends" ["format"]=> NULL ["safe_value"]=> string(16) "Tendances Trends" } } } ["field_cible"]=> array(1) { ["und"]=> array(1) { [0]=> array(1) { ["tid"]=> string(3) "235" } } } ["field_classement_cnrs"]=> array(0) { } ["rdf_mapping"]=> array(9) { ["rdftype"]=> array(2) { [0]=> string(9) "sioc:Item" [1]=> string(13) "foaf:Document" } ["title"]=> array(1) { ["predicates"]=> array(1) { [0]=> string(8) "dc:title" } } ["created"]=> 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["bundles"]=> array(2) { ["field_documents"]=> array(3) { ["label"]=> string(32) "Field collection field_documents" ["admin"]=> array(4) { ["path"]=> string(62) "admin/structure/field-collections/%field_collection_field_name" ["real path"]=> string(49) "admin/structure/field-collections/field-documents" ["bundle argument"]=> int(3) ["access arguments"]=> array(1) { [0]=> string(28) "administer field collections" } } ["rdf_mapping"]=> array(0) { } } ["field_publication_auteur"]=> array(3) { ["label"]=> string(41) "Field collection field_publication_auteur" ["admin"]=> array(4) { ["path"]=> string(62) "admin/structure/field-collections/%field_collection_field_name" ["real path"]=> string(58) "admin/structure/field-collections/field-publication-auteur" ["bundle argument"]=> int(3) ["access arguments"]=> array(1) { [0]=> string(28) "administer field collections" } } ["rdf_mapping"]=> array(0) { } } } ["static cache"]=> bool(true) ["field cache"]=> bool(true) ["load hook"]=> string(26) 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array(5) { ["value"]=> string(771) "

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Brand management, Influencer Marketing, Luxury marketing

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" } } } ["field_type_publication"]=> array(1) { ["und"]=> array(1) { [0]=> array(1) { ["tid"]=> string(3) "240" } } } ["field_pole_recherche"]=> array(0) { } ["field_date"]=> array(1) { ["und"]=> array(1) { [0]=> array(5) { ["value"]=> string(19) "2017-04-13 00:00:00" ["value2"]=> string(19) "2017-04-13 00:00:00" ["timezone"]=> string(12) "Europe/Paris" ["timezone_db"]=> string(12) "Europe/Paris" ["date_type"]=> string(8) "datetime" } } } ["field_image_publication"]=> array(0) { } ["field_documents"]=> array(0) { } ["field_lien"]=> array(1) { ["und"]=> array(1) { [0]=> array(5) { ["url"]=> string(156) "https://business.lesechos.fr/directions-generales/strategie/transformation/030361074059-une-etude-inedite-trace-les-contours-du-leadership-public-310111.php" ["title"]=> string(83) "https://business.lesechos.fr/directions-generales/strategie/transformation/03036..." ["attributes"]=> array(0) { } ["html"]=> bool(false) ["display_url"]=> string(83) "https://business.lesechos.fr/directions-generales/strategie/transformation/03036..." } } } ["field_complement_d_information"]=> array(0) { } ["field_publication_auteur"]=> array(1) { ["und"]=> array(2) { [0]=> array(2) { ["value"]=> string(5) "19028" ["revision_id"]=> string(5) "19030" } [1]=> array(2) { ["value"]=> string(5) "19029" ["revision_id"]=> string(5) "19031" } } } ["field_revue"]=> array(1) { ["und"]=> array(1) { [0]=> array(3) { ["value"]=> string(16) "Tendances Trends" ["format"]=> NULL ["safe_value"]=> string(16) "Tendances Trends" } } } ["field_cible"]=> array(1) { ["und"]=> array(1) { [0]=> array(1) { ["tid"]=> string(3) "235" } } } ["field_classement_cnrs"]=> array(0) { } ["rdf_mapping"]=> array(9) { ["rdftype"]=> array(2) { [0]=> string(9) "sioc:Item" [1]=> string(13) "foaf:Document" } ["title"]=> array(1) { ["predicates"]=> array(1) { [0]=> string(8) "dc:title" } } ["created"]=> array(3) { ["predicates"]=> array(2) { [0]=> string(7) "dc:date" [1]=> string(10) "dc:created" } ["datatype"]=> string(12) "xsd:dateTime" ["callback"]=> string(12) "date_iso8601" } ["changed"]=> array(3) { ["predicates"]=> array(1) { [0]=> string(11) "dc:modified" } ["datatype"]=> string(12) "xsd:dateTime" ["callback"]=> string(12) "date_iso8601" } ["body"]=> array(1) { ["predicates"]=> array(1) { [0]=> string(15) "content:encoded" } } ["uid"]=> array(2) { ["predicates"]=> array(1) { [0]=> string(16) "sioc:has_creator" } ["type"]=> string(3) "rel" } ["name"]=> array(1) { ["predicates"]=> array(1) { [0]=> string(9) "foaf:name" } } ["comment_count"]=> array(2) { ["predicates"]=> array(1) { [0]=> string(16) "sioc:num_replies" } ["datatype"]=> string(11) "xsd:integer" } ["last_activity"]=> array(3) { ["predicates"]=> array(1) { [0]=> string(23) "sioc:last_activity_date" } ["datatype"]=> string(12) "xsd:dateTime" ["callback"]=> string(12) "date_iso8601" } } ["path"]=> array(1) { 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string(21) "field_collection_item" ["revision table"]=> string(30) "field_collection_item_revision" ["fieldable"]=> bool(true) ["redirect"]=> bool(false) ["entity keys"]=> array(4) { ["id"]=> string(7) "item_id" ["revision"]=> string(11) "revision_id" ["bundle"]=> string(10) "field_name" ["uuid"]=> string(4) "uuid" } ["module"]=> string(16) "field_collection" ["view modes"]=> array(4) { ["full"]=> array(2) { ["label"]=> string(12) "Full content" ["custom settings"]=> bool(false) } ["diff_standard"]=> array(2) { ["label"]=> string(19) "Revision comparison" ["custom settings"]=> bool(false) } ["print"]=> array(2) { ["label"]=> string(5) "Print" ["custom settings"]=> bool(false) } ["token"]=> array(2) { ["label"]=> string(6) "Tokens" ["custom settings"]=> bool(false) } } ["access callback"]=> string(28) "field_collection_item_access" ["deletion callback"]=> string(28) "field_collection_item_delete" ["metadata controller class"]=> string(37) "FieldCollectionItemMetadataController" ["bundles"]=> array(2) { ["field_documents"]=> array(3) { ["label"]=> string(32) "Field collection field_documents" ["admin"]=> array(4) { ["path"]=> string(62) "admin/structure/field-collections/%field_collection_field_name" ["real path"]=> string(49) "admin/structure/field-collections/field-documents" ["bundle argument"]=> int(3) ["access arguments"]=> array(1) { [0]=> string(28) "administer field collections" } } ["rdf_mapping"]=> array(0) { } } ["field_publication_auteur"]=> array(3) { ["label"]=> string(41) "Field collection field_publication_auteur" ["admin"]=> array(4) { ["path"]=> string(62) "admin/structure/field-collections/%field_collection_field_name" ["real path"]=> string(58) "admin/structure/field-collections/field-publication-auteur" ["bundle argument"]=> int(3) ["access arguments"]=> array(1) { [0]=> string(28) "administer field collections" } } ["rdf_mapping"]=> array(0) { } } } ["static cache"]=> bool(true) ["field cache"]=> bool(true) ["load hook"]=> string(26) "field_collection_item_load" ["translation"]=> array(0) { } ["base table field types"]=> array(5) { ["item_id"]=> string(6) "serial" ["revision_id"]=> string(3) "int" ["field_name"]=> string(7) "varchar" ["archived"]=> string(3) "int" ["uuid"]=> string(4) "char" } ["schema_fields_sql"]=> array(2) { ["base table"]=> array(5) { [0]=> string(7) "item_id" [1]=> string(11) "revision_id" [2]=> string(10) "field_name" [3]=> string(8) "archived" [4]=> string(4) "uuid" } ["revision table"]=> array(2) { [0]=> string(11) "revision_id" [1]=> string(7) "item_id" } } ["token type"]=> string(21) "field_collection_item" ["configuration"]=> bool(false) ["uuid"]=> bool(true) } ["idKey":protected]=> string(7) "item_id" ["nameKey":protected]=> string(7) "item_id" ["statusKey":protected]=> string(6) "status" ["defaultLabel":protected]=> bool(false) ["wrapper":protected]=> NULL ["uuid"]=> string(36) "93684f6c-97c7-453a-9f49-5fc471238a8c" ["field_nom"]=> array(1) { ["und"]=> array(1) { [0]=> array(3) { ["value"]=> string(23) "Marie-Cécile Cervellon" ["format"]=> NULL ["safe_value"]=> string(23) "Marie-Cécile Cervellon" } } } ["field_professeur_edhec"]=> array(1) { ["und"]=> array(1) { [0]=> array(3) { ["target_id"]=> string(4) "5666" ["entity"]=> object(stdClass)#267 (44) { ["vid"]=> string(4) "5666" ["uid"]=> string(1) "0" ["title"]=> string(28) "CERVELLON Marie-Cécile, PhD" ["log"]=> string(0) "" ["status"]=> string(1) "1" ["comment"]=> string(1) "1" ["promote"]=> string(1) "0" ["sticky"]=> string(1) "0" ["vuuid"]=> string(36) "964b14c0-47d8-44d0-9519-32abde83784e" ["nid"]=> string(4) "5666" ["type"]=> string(8) "personne" ["language"]=> string(2) "en" ["created"]=> string(10) "1470041640" ["changed"]=> string(10) "1518098354" ["tnid"]=> string(4) "5666" ["translate"]=> string(1) "0" ["uuid"]=>

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