Steps into the future of luxury footwear distribution: The case of HIM Co S.p.A.

Abstract

This paper aims to analyze the evolution of the luxury footwear market and the distribution strategies adopted by luxury brands. The dissertation opens with an overview of the context, the main characteristics, and performance of the luxury footwear market, with a focus on "Made in Italy" shoes and the Italian footwear districts. It follows a critical analysis of the different distribution channels, highlighting how fashion brands are trying to adapt their strategies to new distribution solutions in response to changes that are also affecting the luxury market. From the literature review emerges how luxury fashion firms have been recently forced to reconsider their distribution strategies because of, first the Covid-19 pandemic, then of the emerging technologies and new customer preferences, that led them to gradually shift to an omnichannel approach that combines traditional and digital distribution methods, confirming that the dilemma between luxury and digital has been definitively overcome. The dissertation ends with the case study of a company, HIM Co S.p.A. operating in the market of luxury footwear, where an empirical analysis is conducted on the evolution of the distribution of two of its licensed brands, to confirm the changes in the sector and the possible future prospects for luxury shoes distribution.