Luxury Retail and Digital Management

Praise for LUXURY RETAIL AND DIGITAL MANAGEMENT "This comprehensive review of the luxury retail landscape highlights the key stakes luxury brands face and will face more and more, in a digital era where customers must be placed at the center, but in a multipolar and multichannel world. A clear vade mecum in the customers experience journey."—Cyrille Vigneron, CEO, Cartier "For any executive working in luxury goods and services, this is a bedside book to understand the opportunities and challenges of a comprehensive omnichannel strategy. To succeed in the digital times, brands will need to embrace a truly customer-centric approach."—Joël Palix, former CEO, Feelunique "This new edition of Luxury Retail and Digital Management brings a completely new approach on the way luxury should be distributed and how digital have transformed the way we should operate to be relevant to the new generation.''—Patrick Chalhoub, CEO, Chalhoub Group "Retailing has become a strong priority for most luxury brands today. This book presents the dos and don'ts of this activity and describes how digital resources can provide additional and effective management tools."—Roberta Crespi, Associate Professor of Business Administration and Director of EMLUX - Master in Luxury Goods Management, Università Cattolica del Sacro Cuore, Milan, Italy 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.