Edited by Felicitas Morhart, Keith Wilcox and Sandor Czellar
Chapter 12: Sensuality and experience
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.
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.