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.

Angaben zum Objekt

• Sprache: Englisch

Verweise und Beziehungen

• Erschienen in: Series: ESMT Working Paper ; No. 14-04

Klassifikation und Themen

• Klassifikation: Management
• Thema: Brand management ; luxury brands ; luxury marketing ; emotions ; customer experience ; experience design ; luxury consumption

Beteiligte, Orts- und Zeitangaben

• Ereignis: Geistige Schöpfung
• (wer): Grigorian, Vadim ; Petersen, Francine Espinoza
• Ereignis: Veröffentlichung
• (wer): European School of Management and Technology (ESMT)
• (wo): Berlin
• (wann): 2014

Weitere Informationen

• Handle: http://hdl.handle.net/10419/97303
• URN: urn:nbn:de:101:1-2014090212283
• Letzte Aktualisierung: 10.03.2025, 11:42 MEZ