Signature Experience Art And Science Of Customer Engagement For Fashion And Luxury Companies
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Signature Experience Art And Science Of Customer Engagement For Fashion And Luxury Companies
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Author : S. Saviolo
language : en
Publisher:
Release Date : 2018
Signature Experience Art And Science Of Customer Engagement For Fashion And Luxury Companies written by S. Saviolo and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with Business & Economics categories.
Signature Experience Art And Science Of Customer Engagement For Fashion Luxury Companies
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Author : Stefania Saviolo
language : en
Publisher: Egea Spa - Bocconi University Press
Release Date : 2018-10
Signature Experience Art And Science Of Customer Engagement For Fashion Luxury Companies written by Stefania Saviolo and has been published by Egea Spa - Bocconi University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10 with Business & Economics categories.
This volume argues that fashion and luxury brands should craft the customer experience with the same attention as they do with products, injecting creativity in all relevant touch-points. In crafting the experience, not only physical and digital touch-points will be considered but also human touch-points. However crafting is not enough if the execution is not well engineered. This book explores how fashion and luxury organizations are usually divided into sylos (design, marketing, sales) and are more product-centric then consumer-centric. To become signature, the customer journey should be the result of a new organization design and company culture enabled by three factors: data and technology, people and organizational mechanisms, and processes design and execution.
Signature Experience
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Author : Stefania Saviolo
language : en
Publisher: EGEA spa
Release Date : 2019-02-21T00:00:00+01:00
Signature Experience written by Stefania Saviolo and has been published by EGEA spa this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-02-21T00:00:00+01:00 with Business & Economics categories.
How can Fashion and Luxury brands enable meaningful connections and lasting engagement with their customers? Which touch-points are most important in determining memorable experiences? How can fi rms converge the consumer and organizational perspectives of the customer journey? Never as today, Fashion and Luxury companies need to answer these questions and craft a unique and proprietary signature experience across all their touchpoints. Signature means that brands should avoid metoo strategies and “craft” the customer journey as they do with products, injecting creativity and their special touch into all relevant customer interactions. Crafting touch-points is not enough if the execution is not well-engineered. Different authors have teamed up in this book to illustrate how Fashion and Luxury companies should develop an innovative organizational approach and mindset, from brief to shelf, where people, processes, technology, and data are key enablers.
The Art Of Digital Marketing For Fashion And Luxury Brands
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Author : Wilson Ozuem
language : en
Publisher: Springer Nature
Release Date : 2021-07-17
The Art Of Digital Marketing For Fashion And Luxury Brands written by Wilson Ozuem and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-07-17 with Business & Economics categories.
This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.
Augmented Signature Experience
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Author : Stefania Saviolo
language : it
Publisher: EGEA spa
Release Date : 2023-11-24T00:00:00+01:00
Augmented Signature Experience written by Stefania Saviolo and has been published by EGEA spa this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-11-24T00:00:00+01:00 with Business & Economics categories.
La «signature experience», che è l’approccio unico che ogni azienda dovrebbe avere rispetto al tema dell’esperienza del cliente, diventa augmented. Le transizioni demografiche, sociali, professionali, tecnologiche e normative in atto definiscono uno scenario economico e competitivo aumentato, cioè sempre più ibrido e accelerato, come risultato di forze contrastanti per muoversi tra le quali, oggi ancora più di ieri, va trovata la propria «signature», ovvero la sintesi strategica personalizzata di ogni azienda. In questo libro, il terzo della serie signature experience, gli autori, accademici e professionisti, mettono a fattor comune competenze ed esperienze per offrire al lettore non solo un punto di vista sull’evoluzione del contesto in cui si muove il cliente, ma anche per raccontare il «dietro le quinte», cioè i diversi fattori interni da orchestrare per arrivare a una augmented signature experience: contenuti e creatività, dati e insight, tecnologie, organizzazione e purpose. Ogni fattore è analizzato con il supporto di casi e interviste al top management di imprese operanti in molteplici settori. La customer experience non è solo un tema di marketing e di «ultimo miglio», ma un processo strategico che coinvolge tutti gli attori aziendali, a partire dalla costruzione di quella people experience interna che rappresenta il prerequisito per disegnare una customer experience autentica, rilevante e memorabile.
The New Luxury Experience
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Author : Wided Batat
language : en
Publisher: Springer
Release Date : 2019-04-29
The New Luxury Experience written by Wided Batat and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-04-29 with Business & Economics categories.
This professional book introduces marketing and luxury brand professionals to a new definition of luxury and the art of designing the ultimate luxury experience in both the physical space (e.g., in-store, hotel, restaurant) and the digital space (e.g., social media, website, e-commerce). Specifically, it offers an overview of customer experience issues and explores big five experiential strategies that can be applied by luxury houses in order to provide the best luxury experience to their customers. Themes such as quality of customer luxury experience, immersion and co-production/co-creation in luxury, creation and management, digital and immersive marketing, and innovative market research are also examined. How do consumers define luxury? Is there one luxury or several “luxuries”? What kind of luxury experiences consumers want to live? How can luxury houses design the ultimate luxury experience? More than in any other sector, luxury consumption is a response to a search for emotions, pleasure, uniqueness, consideration and greatest services. The luxury consumer wants to live luxury experiences – not just buy luxury products or services. In this way, this book presents the luxury consumption experience as a combination of symbolic meaning, subconscious processes and nonverbal cues and characterized by fantasies, feelings and fun. Featuring case studies and interviews from international luxury sectors and brand managers such as Burberry, Dior, Porsche, Breitling, St. Regis Hotels & Resorts, and Louis Vuitton, among others, this book offers both a research and management perspective on luxury experience to professionals in the luxury sector (e.g., CEOs, brand managers, marketing and communication professionals), as well as marketing professors, students, and people eager to learn more about how to design the ultimate luxury experience. Praise for The New Luxury Experience “This book provides a holistic perspective on marketing of luxury brands, offering both useful practical advice as well as illustrating important cases.” -- Ravi Dhar, Director, Yale Center for Customer Insights, Yale University “Wided Batat’s book offers a fresh, insightful and comprehensive analysis of the concept of the consumer’s experience with luxury whatever that may be. The Five experiential luxury strategies proposed by Wided highlight that luxury management should go above and beyond the design and branding of luxury goods and services. I also commend the consideration given to the younger generations’ approach to luxury and to corporate social responsibility aspects. Luxury marketers should find this book very useful indeed.” -- Francesca Dall’Olmo Riley, Professor of Brand Management, Kingston Business School, UK
The New Luxury Experience
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Author : Wided Batat
language : en
Publisher:
Release Date : 2019
The New Luxury Experience written by Wided Batat and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with Luxuries categories.
This professional book introduces marketing and luxury brand professionals to a new definition of luxury and the art of designing the ultimate luxury experience in both the physical space (e.g., in-store, hotel, restaurant) and the digital space (e.g., social media, website, e-commerce). Specifically, it offers an overview of customer experience issues and explores big five experiential strategies that can be applied by luxury houses in order to provide the best luxury experience to their customers. Themes such as quality of customer luxury experience, immersion and co-production/co-creation in luxury, creation and management, digital and immersive marketing, and innovative market research are also examined. How do consumers define luxury? Is there one luxury or several "luxuries"? What kind of luxury experiences consumers want to live? How can luxury houses design the ultimate luxury experience? More than in any other sector, luxury consumption is a response to a search for emotions, pleasure, uniqueness, consideration and greatest services. The luxury consumer wants to live luxury experiences - not just buy luxury products or services. In this way, this book presents the luxury consumption experience as a combination of symbolic meaning, subconscious processes and nonverbal cues and characterized by fantasies, feelings and fun. Featuring case studies and interviews from international luxury sectors and brand managers such as Burberry, Dior, Porsche, Breitling, St. Regis Hotels & Resorts, and Louis Vuitton, among others, this book offers both a research and management perspective on luxury experience to professionals in the luxury sector (e.g., CEOs, brand managers, marketing and communication professionals), as well as marketing professors, students, and people eager to learn more about how to design the ultimate luxury experience. Praise for The New Luxury Experience "This book provides a holistic perspective on marketing of luxury brands, offering both useful practical advice as well as illustrating important cases."--Ravi Dhar, Director, Yale Center for Customer Insights, Yale University "Wided Batat's book offers a fresh, insightful and comprehensive analysis of the concept of the consumer's experience with luxury whatever that may be. The Five experiential luxury strategies proposed by Wided highlight that luxury management should go above and beyond the design and branding of luxury goods and services. I also commend the consideration given to the younger generations' approach to luxury and to corporate social responsibility aspects. Luxury marketers should find this book very useful indeed."--Francesca Dall'Olmo Riley, Professor of Brand Management, Kingston Business School, UK.
Managing Fashion And Luxury Companies
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Author : Erica Corbellini
language : en
Publisher:
Release Date : 2009
Managing Fashion And Luxury Companies written by Erica Corbellini and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Business & Economics categories.
The Art Of Successful Brand Collaborations
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Author : Géraldine Michel
language : en
Publisher: Routledge
Release Date : 2020-03-04
The Art Of Successful Brand Collaborations written by Géraldine Michel and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-03-04 with Business & Economics categories.
Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the process of brand collaborations and explains the key factors of success to build specific forms of collaborations between diverse partners. The Art of Successful Brand Collaborations gives tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies such as Coca-Cola, Louis Vuitton, Puma, David Beckham and Pharrell Williams. In this vivid study, the academic and practitioner author team outline deep knowledge about the advantages and economic benefits of this marketing strategy. This includes additional meaning, improvement of the brand image, attracting new customers within different target groups and the development of the brand in new markets. Filled with interviews from practitioners and vital academic and professional insights, this book is an essential guide for brand managers, professors and students to better understand and successfully implement the process of brand collaborations.
Cincinnati Magazine
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Author :
language : en
Publisher:
Release Date : 2001-01
Cincinnati Magazine written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-01 with categories.
Cincinnati Magazine taps into the DNA of the city, exploring shopping, dining, living, and culture and giving readers a ringside seat on the issues shaping the region.