Chevalier M. et al. Luxury Retail and Digital Management: Developing Customer Experience in a Digital World

2nd ed. — Wiley, 2020. — 384 p. — ISBN: 9781119542339.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 models and practices to address their expectations without abandoning their luxury DNA?Luxury Retail and Digital Management, 2nd Edition focus on the major retailing challenges and customer evolutions luxury brands are facing today: the digitalization 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.