The New Luxury Experience: Creating the Ultimate Customer Experience 1st ed

Designing Luxury Experiences: Redefining the Art of Luxury in a Digital World

This professional guide introduces marketing and luxury brand professionals to a new definition of luxury and the art of crafting the ultimate luxury experience—across both physical spaces (such as boutiques, hotels, and restaurants) and digital platforms (including social media, websites, and e-commerce).

The book explores the core principles of customer experience in the luxury sector, offering a framework of five key experiential strategies that leading luxury houses can apply to create unparalleled experiences. Readers will gain insight into essential themes such as the quality of customer luxury experience, immersion and co-creation, digital and immersive marketing, experience management, and innovative market research.

What truly defines luxury? Is there a single notion of luxury, or many “luxuries”? What kind of experiences do luxury consumers seek—and how can brands design them? Moving beyond the mere purchase of products, this book shows that luxury consumption is an emotional journey, driven by pleasure, uniqueness, recognition, and exceptional service. The luxury experience is portrayed as a fusion of symbolic meaning, subconscious emotions, and sensory engagement, blending fantasy, feeling, and fun into every interaction.

Featuring exclusive case studies and interviews from world-renowned brands such as Burberry, Dior, Porsche, Breitling, St. Regis Hotels & Resorts, and Louis Vuitton, this book bridges academic insight and real-world practice. It is an indispensable resource for luxury executives, brand managers, marketing professionals, professors, students, and anyone passionate about the evolving art of luxury experience design.

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