Experiential marketing in the world of luxury
Référence :
M2234(GB)
Langue
Type
Cas condensé
Catégorie
Marketing
Résumé
The digital revolution has affected every industry, including luxury brands, leading to the challenge of adapting to the online world and preserving the unique customer experience of luxury.
In response, luxury brands have begun creating open-ended experiences with phygital activations, offering physical interactions that generate extra emotions and provide feelings beyond what any website could achieve alone.
From pop-ups and concept stores to branded beaches, cafes, and sensory experiences, these ultra-instagrammable settings are transporting their audiences with brand magic and enforcing a strong global presence and brand codes.
With this, luxury brands stay up-to-date and relevant while preserving their timeless status and elegance.
In response, luxury brands have begun creating open-ended experiences with phygital activations, offering physical interactions that generate extra emotions and provide feelings beyond what any website could achieve alone.
From pop-ups and concept stores to branded beaches, cafes, and sensory experiences, these ultra-instagrammable settings are transporting their audiences with brand magic and enforcing a strong global presence and brand codes.
With this, luxury brands stay up-to-date and relevant while preserving their timeless status and elegance.
Objectifs pédagogiques
The pedagogical objectives of the document are to provide an in-depth understanding of the evolving consumer preferences in the luxury sector, the challenges faced by luxury brands in adapting to the digital world, and the innovative ways for luxury brands to preserve and enhance the costumer experience.
It also aims to explore the shift from focusing primarily on exclusive objects to valuing unique and rare experiences in the luxury sector, and the motivations that drive luxury brands to innovate in their customer experience.
Additionally, the document seeks to highlight the importance of emotional involvement of the consumer in strengthening brand loyalty and increasing sales, as well as the impact of digitalization on maintaining exclusivity, emotion, and rarity while meeting the evolving preferences of sophisticated premium consumers.
It also aims to explore the shift from focusing primarily on exclusive objects to valuing unique and rare experiences in the luxury sector, and the motivations that drive luxury brands to innovate in their customer experience.
Additionally, the document seeks to highlight the importance of emotional involvement of the consumer in strengthening brand loyalty and increasing sales, as well as the impact of digitalization on maintaining exclusivity, emotion, and rarity while meeting the evolving preferences of sophisticated premium consumers.
Mots-clés
Experiential Marketing - Luxury - Consumer experience
Public
Masters spécialisés
MBA, Executive MS
Cadre, dirigeant
MBA, Executive MS
Cadre, dirigeant
Secteur d'activité
Secteur des NTIC/ digital
|
Année de la problématique :
2024
Livraison :
Livraison par lien de téléchargement
Nombre de pages :
8
Temps d'utilisation :
plus de 3 heures
Code du secteur d'activité :
NS - Non significatif
Note pédagogique :
Oui (7 pages)
- incluse
Montant :
Adhérents : 180,00 € HT / Non adhérent : 360,00 € HT
Licence :
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.
|
Mentions légales - Conditions générales de ventes - Plan du site - Contacts
© Tous droits réservés CCMP
