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Designing luxury experience

Author

Listed:
  • Vadim Grigorian

    (Pernod Ricard)

  • Francine Espinoza Petersen

    (ESMT European School of Management and Technology)

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.

Suggested Citation

  • Vadim Grigorian & Francine Espinoza Petersen, 2014. "Designing luxury experience," ESMT Research Working Papers ESMT-14-04, ESMT European School of Management and Technology.
  • Handle: RePEc:esm:wpaper:esmt-14-04
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    File URL: http://static.esmt.org/publications/workingpapers/ESMT-14-04.pdf
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    Citations

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    Cited by:

    1. Kirsten Cowan & Nathalie Spielmann, 2017. "The influence of rituals on luxury product consumption: implications for brands," Journal of Brand Management, Palgrave Macmillan, vol. 24(5), pages 391-404, October.
    2. Nathalie Veg-Sala & Angy Geerts, 2021. "L'expérience d'achat dans les boutiques de luxe : Etude des dimensions selon les motivations d'achat des consommateurs de luxe," Post-Print hal-04154737, HAL.

    More about this item

    Keywords

    Brand management; luxury brands; luxury marketing; emotions; customer experience; experience design; luxury consumption;
    All these keywords.

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