The New Luxury Experience - Creating the Ultimate Customer Experience

Preface

Contents

Author Biography

List of Figures

List of Tables

List of Mini-cases

List of Testimonials

Part I: The Evolution of Luxury: From Object to Experience

1: Luxury, Back to Origins

1.1 French and American Perspectives on Luxury

1.1.1 Conspicuous Luxury

1.1.2 Distinctive Luxury

1.2 Redefining Luxury Through Seven Main Perspectives

1.2.1 Institutional Perspective: How Does Regulation Define Luxury?

1.2.2 Organizational Perspective: Luxury Defined by the Industry

1.2.3 Academic Perspective on Luxury

1.2.4 Media Perspective on Luxury

1.2.5 Craftsmanship Perspective on Luxury

1.2.6 Historic and Cultural Perspectives: Does Luxury Have a Culture and a History?

1.2.7 A Consumer Perspective on Luxury

1.3 From Conspicuous and Distinctive to Experiential Luxury

1.3.1 Highly Luxury Experiential Settings

1.3.2 Moderate Luxury Experiential Settings

1.4 Summary

2: The New Experiential Luxury Marketing Model

2.1 How Does Customer Experience Transform Luxury Marketing?

2.1.1 What Does Customer Experience Mean?

2.1.2 The Contribution of Customer Experience to Luxury

2.2 The Foundations of Experiential Luxury Marketing

2.2.1 The Ten Rules of the Experiential Luxury Marketing Logic

2.2.2 Types of the Experiential Luxury Marketing

2.2.2.1 Emotional Luxury Marketing

2.2.2.2 Altruistic Luxury Marketing

2.2.2.3 Empathic Luxury Marketing

2.3 Summary

3: Customer Experience to Keep Up with Changing Consumer and New Luxury Consumption Trends

3.1 Who Is the New Luxury Consumer?

3.1.1 Postmodern Luxury Consumption: Paradoxical and Multidimensional Luxury

3.1.2 Transmodern Luxury Consumption: Green Luxury

3.2 New Luxury Consumption Trends

3.2.1 “LuxDisneyfication” or the Art of Destocking Luxury Without Damaging the Brand Image

3.2.2 Masstige: A Cheap and Chic Luxury

3.2.3 Commoditization of Luxury

3.2.4 The Digitalization of Luxury

3.3 Summary

Part II: The Big Five Strategies to Designing the Ultimate Luxury Experience

4: Capturing Luxury Customer Values

4.1 What Exactly Is Consumer Value?

4.2 Consumer Value in the Luxury Experience

4.3 Consumer Value and Personal Luxury Experience

4.4 Summary

5: Experiential Branding of Luxury

5.1 The Rise of Experiential Branding

5.1.1 From Branded Content to Experiential Branding

5.1.2 Why Do Luxury Brands Need Experiential Branding?

5.2 Tools to Create Luxury Experiential Branding

5.2.1 Storytelling

5.2.2 Storydoing

5.3 Summary

6: Experiential Setting Design

6.1 Components of the Experiential Environment

6.1.1 Immersion and Multisensory

6.1.2 Hyperreal Experiential Setting

6.1.3 Theming the Experiential Setting

6.2 A New Luxury Experiential Setting: Phygital

6.2.1 From Digital to Phygital Luxury Experience

6.2.2 What Does Phygital Experiential Setting Mean?

6.2.3 Tools of the Phygital Experiential Luxury Setting

6.3 Summary

7: Luxury Staff Training

7.1 The Human Value in Domestic and Extra-domestic Luxury Experiences

7.2 The Key Success Factors for Luxury Employees’ Training

7.2.1 Training Luxury Employees

7.2.2 Management of Luxury Employees

7.2.3 Corporate Spirit

7.2.4 Valuing and Preserving Employees’ Knowledge of the Brand and Its Products

7.2.5 Developing the Emotional Capital of Luxury Employees

7.3 Growing Employee-Level Empathy to Enhance Luxury Experience

7.3.1 How Does Empathy Work?

7.3.2 Developing the Empathy Capital of Luxury Employees

7.4 Summary

8: Consumer Initiation into Luxury

8.1 Consumer Education for a Better Appreciation of the Luxury Experience

8.2 How to Initiate Consumers to Luxury

8.3 Summary

Part III: Challenges for the Future of Luxury Experience

9: Alternative Market Research for Understanding Luxury Experience

9.1 Beyond Surveys, New Alternatives for Studying Luxury Experience

9.2 Experiential Market Research

9.2.1 Projective Techniques

9.2.2 Qualitative Diary Research (QDR)

9.2.3 Ethnography

9.2.4 Interactive and Subjective Personal Introspection

9.2.5 Netnography and Mobile Self-Ethnography

9.3 Summary

10: How Millennials and Post-millennials Are Reshaping Luxury

10.1 Who Are Millennials and Post-millennials, and What Are Their Expectations of Luxury?

10.1.1 Swapping Generation

10.1.2 Show-off Generation

10.1.3 Share Generation

10.2 What Do Millennials and Post-millennials Want from Luxury?

10.2.1 Millennials and Post-millennials Want Luxury Experiences, Emotion, and Self-Esteem

10.2.2 Relationship to Time and Immediacy of Millennials and Post-millennials

10.2.3 Luxury as a Means to Identity Construction for Youth Generations

10.3 Do Luxury Brands Speak to Millennials and Post-millennials?

10.3.1 Luxury Brands that Have Understood Youth Generations

10.3.2 Luxury Brand Comparison Is Key Among Millennials and Post-millennials

10.4 Summary

11: Is Luxury Experience Compatible with CSR?

11.1 Luxury Experience and CSR

11.1.1 What Is CSR?

11.1.2 Is CSR a Function of Marketing?

11.1.3 Considering CSR Through the “Stakeholder/Consumer Experience” Approach

11.2 Designing CSR Luxury Experiences

11.2.1 The Paradoxes of Luxury and Sustainable Development

11.2.2 The Reputation of Luxury and CSR

11.3 The Evolution of the CSR Policies to Offer Luxury Experiences

11.4 Summary

Conclusion

References

Index