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EMAC 2024 Annual


Clienteling in fashion luxury retailing
(A2024-119692)

Published: May 28, 2024

AUTHORS

Katherine Sresnewsky, University of São Paulo; Andres Veloso, University of Sao Paulo

ABSTRACT

Luxury companies established in Brazil have introduced and adopted a consumer relationship marketing strategy called clienteling, encompassing salespeople practices towards building close relationships with customers. In this paper we address how luxury salespeople have designed relationship building tactics that consider the profile of consumers from emerging markets. With the support of relationship marketing theory and clienteling studies, we set out to understand how companies can deploy clienteling strategies that foster strong relationships with luxury customers. We invited a group of luxury fashion professionals to participate in a panel and provide data via open-ended questions administered via an online survey. This effort generated a text-database that was content-analyzed. Our findings allowed us to (a) propose a definition of clienteling, (b) uncover main clienteling practices, and (c) understand the strategic role that clienteling can have in fashion luxury retail.