Research Handbook on Luxury Branding
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Research Handbook on Luxury Branding

Edited by Felicitas Morhart, Keith Wilcox and Sandor Czellar

Unique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field. Featuring contributions from an international team of top-level researchers, this Handbook offers analysis and discussion of the profound socioeconomic, psychological, technological and political changes that are affecting the luxury industry, and that will continue to shape its future.
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Chapter 12: Sensuality and experience

Bernd Schmitt


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.

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