Designing luxury experience

Vadim Grigorian and Francine Espinoza Petersen
Additional contact information
Vadim Grigorian: Pernod Ricard
Francine Espinoza Petersen: ESMT European School of Management and Technology

No ESMT-14-04, ESMT Research Working Papers from 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.

Keywords: Brand management; luxury brands; luxury marketing; emotions; customer experience; experience design; luxury consumption (search for similar items in EconPapers)
Pages: 24 pages
Date: 2014-05-26
New Economics Papers: this item is included in nep-ipr, nep-pr~ and nep-mkt
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Citations: View citations in EconPapers (2)

Published in The European Business Review May/June: 46–50.

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Persistent link: https://EconPapers.repec.org/RePEc:esm:wpaper:esmt-14-04

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