What is a luxury experience, and how can it be managed? The author shows that luxury experiences tend to be pleasure-driven, extraordinary and seem to follow their own logic. The author also reviews various academic experience models, including the “materialism versus experientialism” model, experiential typologies and sensory marketing, as well applied frameworks describing experience touchpoints and delineating a project-based management approach. A preliminary segmentation scheme for luxury brands is proposed, which distinguishes five experience platforms (exquisite design, iconic signature, celebrity, lifestyle and user imagery). The chapter concludes with ideas about the future of the luxury experience by focusing on millennial consumers and indie businesses as well as relevant new technologies such as artificial intelligence and robotics.
Edited by Bernd H. Schmitt and David L. Rogers
This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher’s perspective on current tools in practice by brand managers, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. The book focuses on practical, managerial, and organizational best practices.