Designing luxury experience

Arbeitspapier

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.

Object Details

• Language: Englisch

References and Relationships

• Bibliographic citation: Series: ESMT Working Paper ; No. 14-04

Classification and Topics

• Classification: Management
• Subject: Brand management ; luxury brands ; luxury marketing ; emotions ; customer experience ; experience design ; luxury consumption

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Grigorian, Vadim ; Petersen, Francine Espinoza
• Event: Veröffentlichung
• (who): European School of Management and Technology (ESMT)
• (where): Berlin
• (when): 2014

Further information

• Handle: http://hdl.handle.net/10419/97303
• URN: urn:nbn:de:101:1-2014090212283
• Last update: 10.03.2025, 11:42 AM CET