Designing luxury experience
In luxury brand management, experiences are essential. However, most of what we know about designing customer experiences originates from work developed with and/or for mass brands. Luxury brands are conceptually different and require a specific approach to brand management. Using a grounded theory approach, we present a framework consisting of seven principles to design luxury experience. Our research suggests that to create a true luxury experience brands should go beyond traditional frameworks of brand management. By compiling best practices and the commonalities amongst the interviewed companies' most successful efforts to create a luxury experience, the framework can help brands to implement a trading-up strategy: Luxury brands can enhance their desirability by offering a true luxury experience and non-luxury brands can adopt principles of luxury experience and become life-style brands.
Year of publication: |
2014
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Authors: | Grigorian, Vadim ; Petersen, Francine Espinoza |
Publisher: |
Berlin : European School of Management and Technology (ESMT) |
Subject: | Brand management | luxury brands | luxury marketing | emotions | customer experience | experience design | luxury consumption |
Saved in:
freely available
Series: | ESMT Working Paper ; 14-04 |
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Type of publication: | Book / Working Paper |
Type of publication (narrower categories): | Working Paper |
Language: | English |
Other identifiers: | 786752122 [GVK] hdl:10419/97303 [Handle] RePEc:esm:wpaper:ESMT-14-04 [RePEc] |
Source: |
Persistent link: https://www.econbiz.de/10010368123