2nd Edition
by Michel Chevalier (Author), Michel Gutsatz (Author)
Develop a winning customer experience in the digital world
Luxury
consumers are changing – they come from all over the world, they are
young and they are digital natives. How can luxury brands that have
built themselves as pure physical players adapt their business model and
practices to address their expectations without abandoning their luxury
DNA?
Luxury Retail and Digital Management, 2nd Edition sets
focus on the major retailing challenges and customer evolutions luxury
brands are facing today: the digitalisation and the emergence of the
millennials and Chinese luxury consumers. These major changes have been
affecting the distribution and communication channels of luxury brands;
they now have to think simultaneously physical stores and e-commerce,
global marketing and digital marketing.
• Defines all the tools that are necessary to manage luxury stores including analysis of location and design concept
• Explores the selection, training and motivation of the staff
•
Covers everything executives, managers and retail staff need to know in
order to enter, expand, understand and succeed in the world of luxury
retail
Written by luxury retail experts Michel Chevalier and
Michel Gutsatz, who lend their solid academic credentials and
professional expertise to the subject, Luxury Retail and Digital Management, 2nd Edition provides deep insight into the main challenges that luxury brands are facing in this digital age.
