Convergence and divergence between consumers' needs and brands' offers in luxury retail post Covid era

Michel Phan () and Klaus Heine ()
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Michel Phan: EM - EMLyon Business School
Klaus Heine: EM - EMLyon Business School

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Abstract: "The backbone of any customer experience management is the ability to understand customers' needs, wants and lifestyles (Schmidt, 2003). In a post Covid era where consumer behaviours have changed forever, luxury brands need to step up to woe consumers back to their brick-and-mortar stores. For example, the Dior historical and global store at the Avenue Montaigne reopened after two years of renovations to offer a unique customer experience. This iconic store now offers not only the full range of products one can buy, but also an art gallery, a café, a 3-Michelin stars restaurant and an exclusive suite at the price of 25,000 Euros per night. The centrepiece of this new store is the huge glass staircase overlooked by a wall of mannequins dressed in various Dior dresses. It is meant to be "instagramable" for those who need to show off their visit to their virtual followers. The key question one may ask is whether all these innovations and investments in building an exceptional flagship store provide a better customer experience?"

Keywords: customer experience management; luxury services; luxury retail; luxury consumer experience (search for similar items in EconPapers)
Date: 2023-07-20
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Published in Global Marketing Conference, Jul 2023, Seoul, South Korea. ⟨10.15444/GMC2023.09.06.03⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05644509

DOI: 10.15444/GMC2023.09.06.03

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