Designing Luxury Experience

Details

Serval ID
serval:BIB_C2A131C3FC82
Type
Article: article from journal or magazin.
Collection
Publications
Title
Designing Luxury Experience
Journal
SSRN Electronic Journal
Author(s)
Grigorian V, Petersen F.E.
ISSN
1556-5068
Publication state
Published
Issued date
21/05/2014
Peer-reviewed
Oui
Language
english
Abstract
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.
Create date
26/07/2019 13:03
Last modification date
20/08/2019 16:37
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