Luxury Retail and Digital Management: Developing Customer Experience in a Digital World - Hardcover

Über die Autorin bzw. den Autor

MICHEL CHEVALIER is an expert in luxury brand management and retailing. He was Executive Vice President of Bluebell Asia Ltd, a distributor of luxury brands, operating retail stores in Asia. He also managed the Paco Rabanne perfumes and fashion companies. He is now the president of Parfums Dusita, Paris, and a visiting professor of Luxury Management at HEC Paris and Universita Cattolica di Milano. He is the co-author of Luxury Brand Management (with Gérald Mazzalovo) and Luxury China (with Pierre-Xiao Lu), both published by Wiley.

MICHEL GUTSATZ is a visiting professor of marketing, brand management and luxury retailing at Kedge Business School, China Europe International Business School and Hong Kong University. He is the president of family-owned Maison de Parfum, created in 1975 by his father, perfumer Yuri Gutsatz. Yuri created the first artisan and niche perfume brand Le Jardin Retrouvé. Prior to that, Michel managed an image strategy agency and was Human Resources and Internal Communication Director of the Bally Group.

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Praise for LUXURY RETAIL AND DIGITAL MANAGEMENT

"This comprehensive review of the luxury retail landscape highlights the key stakes luxury brands face and will face more and more, in a digital era where customers must be placed at the center, but in a multipolar and multichannel world. A clear vade mecum in the customers experience journey."
―Cyrille Vigneron, CEO, Cartier

"For any executive working in luxury goods and services, this is a bedside book to understand the opportunities and challenges of a comprehensive omnichannel strategy. To succeed in the digital times, brands will need to embrace a truly customer-centric approach."
―Joël Palix, former CEO, Feelunique

"This new edition of Luxury Retail and Digital Management brings a completely new approach on the way luxury should be distributed and how digital have transformed the way we should operate to be relevant to the new generation.''
―Patrick Chalhoub, CEO, Chalhoub Group

"Retailing has become a strong priority for most luxury brands today. This book presents the dos and don'ts of this activity and describes how digital resources can provide additional and effective management tools."
―Roberta Crespi, Associate Professor of Business Administration and Director of EMLUX - Master in Luxury Goods Management, Università Cattolica del Sacro Cuore, Milan, Italy

Aus dem Klappentext

The luxury sector has undergone major changes in the years since the first edition of Luxury Retail and Digital Management was published. The luxury customer is no longer the same the millennials are now shaping the market and influencing other generations. Millennials currently represent nearly half of luxury buyers, generating 85% of the growth in the luxury market. To succeed in this new environment, luxury brands must first understand the behaviour and expectations of this new driving force. Today's luxury customers do not simply consume a product, they live an experience. They choose luxury as a way of expressing their identity, seeking brands that form relationships around their passions. Brick-and-mortar stores and Internet boutiques are more than sales points, they are places where luxury clients live the story.

Authors Michel Chevalier and Michel Gutsatz have extensively revised this new edition to address the challenges faced by luxury brands, the evolution of the luxury customer, and the digital transformation of the luxury marketplace. The book examines the new omnichannel luxury business model, in which the customer is placed at the heart of communication and distribution channels, and discusses rebuilding marketing and customer relations in the age of digitalisation. This comprehensive, practical resource covers every critical aspect of the management of luxury sales outlets, including distribution models, store concepts, integrating offline and online businesses, hiring, training, and motivating staff, and much more.

At the heart of any retail business is the customer. This book delves into how brands can place the customer at the center of their approach and their organisation, how to build loyalty, and how to maintain the highest level of service both offline and online. Answering all the questions that luxury brands have today, and offering insights on what could happen in the future, Luxury Retail and Digital Management is an invaluable resource for executives, managers, marketers, and retail staff working in the luxury sector.