The Strategic Value of the Mono-Brand Store for European Luxury Fashion Brands

Stephen Doyle, Christopher M Moore

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


Mono-brand stores have traditionally served as the pre-eminent sales and distribution channel for luxury fashion goods. Although the emergence of digital sales channels platforms has certainly challenged the sales channel dominance of mono-brand stores, the consequential impact of digitalisation of luxury-brand selling has been to recast and intensify the strategic value of mono-brand stores, principally as a means of reinforcing, protecting, and communicating the luxury brand’s proposition across international markets. By drawing from and applying agency theory and institutional theory to an understanding of the role of the mono-brand store, we can gain insight into the evolution of the most traditional of luxury-brand distribution methods in the twenty-first century.
Original languageEnglish
Title of host publicationThe Oxford Handbook in Luxury Business
EditorsPierre-Yves Donzé, Véronique Pouillard, Joanne Roberts
Place of PublicationUK
PublisherOxford University Press
Publication statusPublished - 12 May 2021


  • luxury fashion brand, mono-brand store, luxury retailing, agency theory, institutional theory


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