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EMAC 2020 Annual Conference

Lingerie Customer Value in an Omnichannel Environment

Published: May 27, 2020


Angela Yojo, Universidade de São Paulo; Ana Ikeda, Universidade de São Paulo; Fernanda Yoda, Universidade de São Paulo


Omnichannel; Lingerie; Value


This study combines customer value creation and retail theories to identify sources of customer value creation within an omnichannel environment. This exploratory qualitative research included three information sources: (1) secondary data, (2) in-depth interviews with two intimate apparel retailing professionals, and (3) in-depth interviews with 22 women from various financial, social, and lifestyle backgrounds. Findings suggest customer value creation sources vary according to channel type. They also imply customer financial situation, lifestyle, physiological needs, and product category affect retailer brand choice. The same variables determine how they derive value from each source. We propose a customer brand channel choice model for the lingerie sector that could be tested in other inconspicuous products, such as fragrances. Managers and practitioners may benefit from the knowledge on customer value creation sources according to customer and channel characteristics.


During the period of elaboration of this work, the authors have obtainded support of CNPq (Conselho Nacional de Desenvolvimento Cientifico e Tecnologico).