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.
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