The paradox of odd-even price in fashion luxury sector: empirical evidence from an international direct observation of luxury stores

Gaetano Aiello, Raffaele donvito, Virginia Vanucci, Beverly Wagner, Juliette Wilson

Research output: Contribution to journalArticle

2 Citations (Scopus)
1 Downloads (Pure)


Price has always had a key role in the luxury fashion market, because high prices are linked to the uniqueness and the prestige of luxury products and brands. Because of this direct contribution of price to the luxury essence, scholars have partially neglected the possible existence of unintuitive and controversial pricing strategies followed by luxury firms. This article deals with this literature gap, particularly analyzing a specific pricing strategy that seems to be in contrast with the nature of luxury pricing: the odd-even price (OEP). With the direct observation of physical and digital store windows of 20 luxury brands, this research investigates the role of OEP in the fashion luxury sector. Particularly, this work examines the relationship between the OEP strategy and the luxury level of fashion brands considering both offline and online channels.
Original languageEnglish
Pages (from-to)205-222
Number of pages18
JournalJournal of Global Fashion Marketing
Issue number3
Publication statusPublished - 25 May 2018



  • price
  • luxury
  • fashion
  • odd-even price
  • store windows

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