This professional book introduces marketing and luxury brand
professionals to a new definition of luxury and the art of
designing the ultimate luxury experience in both the physical space
(e.g., in-store, hotel, restaurant) and the digital space (e.g.,
social media, website, e-commerce). Specifically, it offers an
overview of customer experience issues and explores big five
experiential strategies that can be applied by luxury houses in
order to provide the best luxury experience to their customers.
Themes such as quality of customer luxury experience, immersion and
co-production/co-creation in luxury, creation and management,
digital and immersive marketing, and innovative market research are
also examined. How do consumers define luxury? Is there one luxury
or several "luxuries"? What kind of luxury experiences consumers
want to live? How can luxury houses design the ultimate luxury
experience? More than in any other sector, luxury consumption is a
response to a search for emotions, pleasure, uniqueness,
consideration and greatest services. The luxury consumer wants to
live luxury experiences - not just buy luxury products or services.
In this way, this book presents the luxury consumption experience
as a combination of symbolic meaning, subconscious processes and
nonverbal cues and characterized by fantasies, feelings and fun.
Featuring case studies and interviews from international luxury
sectors and brand managers such as Burberry, Dior, Porsche,
Breitling, St. Regis Hotels & Resorts, and Louis Vuitton, among
others, this book offers both a research and management perspective
on luxury experience to professionals in the luxury sector (e.g.,
CEOs, brand managers, marketing and communication professionals),
as well as marketing professors, students, and people eager to
learn more about how to design the ultimate luxury experience.
Praise for The New Luxury Experience "This book provides a holistic
perspective on marketing of luxury brands, offering both useful
practical advice as well as illustrating important cases." -- Ravi
Dhar, Director, Yale Center for Customer Insights, Yale University
"Wided Batat's book offers a fresh, insightful and comprehensive
analysis of the concept of the consumer's experience with luxury
whatever that may be. The Five experiential luxury strategies
proposed by Wided highlight that luxury management should go above
and beyond the design and branding of luxury goods and services. I
also commend the consideration given to the younger generations'
approach to luxury and to corporate social responsibility aspects.
Luxury marketers should find this book very useful indeed." --
Francesca Dall'Olmo Riley, Professor of Brand Management, Kingston
Business School, UK
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