Titre : |
The digital integration in the luxury brand experience |
Type de document : |
Mémoire |
Auteurs : |
Prisca VAN ROBAIS, Auteur |
Année de publication : |
2021 |
Importance : |
29 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management INDUSTRIE DU LUXE SECTEUR ; MARKETING EXPERIENTIEL
|
Résumé : |
As generations become increasingly connected over the years, the digitalisation of services and experiences, particularly in the luxury sector, becomes a real issue. A sector known for its traditions and exclusivity, brands must question themselves, especially since the Covid-19 crisis that has totally changed our habits. Thanks to a quantitative study, I had the opportunity to collect consumers and professional opinions to understand how they welcomed the introduction of digital in the luxury brand experience. The results prove that the digitalization of experiences is appreciated by consumers if it is well managed and in line with the values of luxury and the company. Luxury brands will turn more to digital and offer virtual experiences even after our social activities return to normal. |
Programme : |
MSc Marketing French Excellence |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538649 |