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ISBN-10:
1119542332
ISBN-13:
9781119542339
Pub. Date:
03/30/2020
Publisher:
Wiley
Luxury Retail Management: Developing Customer Experience in a Digital World / Edition 2

Luxury Retail Management: Developing Customer Experience in a Digital World / Edition 2

by Michel Chevalier, Michel Gutsatz

Hardcover

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Overview

Develop a winning customer experience in the digital world

Luxury consumers are changing – they come from all over the world, they are young and they are digital natives. How can luxury brands that have built themselves as pure physical players adapt their business model and practices to address their expectations without abandoning their luxury DNA?

Luxury Retail and Digital Management, 2nd Edition sets focus on the major retailing challenges and customer evolutions luxury brands are facing today: the digitalisation and the emergence of the millennials and Chinese luxury consumers. These major changes have been affecting the distribution and communication channels of luxury brands; they now have to think simultaneously physical stores and e-commerce, global marketing and digital marketing.

• Defines all the tools that are necessary to manage luxury stores including analysis of location and design concept

• Explores the selection, training and motivation of the staff

• Covers everything executives, managers and retail staff need to know in order to enter, expand, understand and succeed in the world of luxury retail

Written by luxury retail experts Michel Chevalier and Michel Gutsatz, who lend their solid academic credentials and professional expertise to the subject, Luxury Retail and Digital Management, 2nd Edition provides deep insight into the main challenges that luxury brands are facing in this digital age.

Product Details

ISBN-13: 9781119542339
Publisher: Wiley
Publication date: 03/30/2020
Edition description: 2nd ed.
Pages: 288
Product dimensions: 6.30(w) x 9.30(h) x 1.15(d)