Preordering in Luxury Fashion: Will Additional Demand Information Bring Negative Effects to the Retailer?*
Preordering in Luxury Fashion: Will Additional Demand Information Bring Negative Effects to the Retailer?*
复制标题
奢侈品线上预购：更多需求信息是否会给零售商带来伤害
DOI：
10.1111/deci.12491
复制
发表时间：
2020-10-07
影响因子：
5.5
通讯作者：
Choi, Tsan-Ming
中科院分区：
文献类型：
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作者：
Shen, Bin;Zhang, Ting;Choi, Tsan-Ming
预购是奢侈品时尚领域的一种新兴商业模式，它为消费者提供了在时装秀结束后立即预购新系列产品的机会，并帮助零售商收集预购信息以更新需求预测。基于对行业实践的观察，我们为由奢侈品牌（供应商）和零售商组成的供应链建立了程式化的分析模型。此外，我们还探讨了预购对供应链、其成员和炫耀型消费者的影响。结果表明，预订信息会激励零售商增加产品稀缺性，并利用消费者的炫耀性消费来收取较高的零售价，从而允许供应商提高批发价。然而，预订信息更新可能会因批发价格上涨而对零售商产生负面影响，但这种情况总是对供应商有利。我们认识到预订有两种效果，即服务延伸效果和精度提高效果，分别对消费者产生积极和消极的影响。因此，提供预购服务的零售商应向消费者提供激励措施（例如礼品或优惠券），以实现预购信息更新的双赢局面。这一发现与广泛观察到的电子商务行业实践是一致的。此外，我们的数值研究有趣地表明，所有供应链成员都可以从市场上炫耀性消费水平的提高中受益。
Preordering is an emerging business model in luxury fashion, which provides consumers the opportunity to preorder new collection products immediately after fashion runway shows and helps retailers collect preordering information for updating demand forecast. Based on our observations of industrial practices, we establish stylized analytical models for a supply chain consisting of a luxury brand (supplier) and a retailer. In addition, we explore the consequences of preordering for the supply chain, its members, and conspicuous consumers. Results show that preordering information incentivizes the retailer to increase product scarcity and leverage consumers' conspicuous consumption to charge a premium retail price, which consequently allows the supplier to increase the wholesale price. However, preordering information updating may have negative effects on the retailer due to the increased wholesale price, but this case always benefits the supplier. We recognize that preordering has two effects, aservice-extending effectand aprecision-improving effect, which positively and negatively affect consumers, respectively. Thus, retailers offering the preorder services should provide consumers with incentives (e.g., gifts or coupons) to achieve an all-win scenario with preordering information updating. This finding is consistent with widely observed industrial practices in e-commerce. In addition, our numerical studies interestingly show that all supply chain members can benefit from an increase in the level of conspicuous consumption in the market.