The democratization of intangible luxury

What is it about?

The notion of luxury has changed due to the democratization and the fast adoption pace of intangible luxury service providers embedding voice-controlled assistants. In particular, Amazon’s Echo Look is expected to further democratize luxury services and consumer experience; indeed, this camera-based device acts as a personal consultant as it provides fashion advices based on the pictures of its users. Nonetheless, as the Echo Look proliferates the market, concerns around its potential disruption to the marketplace alongside usage-related issues, such as privacy, will arise. The paper aims to discuss these issues.

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Why is it important?

The literature on intangible luxury based on IVA devices is still nascent. This study fills a considerable gap in the literature related to retailers’ technological innovations aimed at democratizing luxury-like personalized experiences.