Cautious Steps Towards Digital

Rebecca Schmitt (), Arnaud Rossi () and Albert Bensoussan ()

Chapter 3 in Omni-personal Luxury, 2022, pp 35-50 from Springer

Abstract: Abstract This chapter explains that many luxury brands have approached the digital world carefully to protect cultural heritage and brand equity. Brand websites, shopping clubs and second-hand platforms have become a starting point to overcome an ambivalent relationship with the Internet. Meanwhile, social media platforms make omni-personal relationship building obligatory, giving customers their own voice.

Keywords: Digital transformation; Luxury; Customer experience; e-Commerce; Social commerce; Shopping clubs; Second-hand; Social media; Social networks; China (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-85769-1_3

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DOI: 10.1007/978-3-030-85769-1_3

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