Craft a Signature Customer Experience in the Fashion and Luxury IndustriesHow can fashion and luxury brands create lasting customer connections? This book provides the answers, arguing that firms should craft the customer experience with the same care as their products, injecting creativity into every touch-point. It explores how to design unique, memorable experiences that resonate with customers.
Signature Experienceexamines how to move beyond traditional approaches and create a new organizational design and company culture. It emphasizes the importance of data, technology, people, and organizational mechanisms in enabling a customer-centric approach. Discover how to craft a unique, inspiring, and memorable experience that defines your brand.
Stefania Saviolo is a Professor of Management and Technology at Bocconi University and SDA Bocconi School of Management in Milan, Italy. Since 2013 she has been Head of the Luxury & Fashion Knowledge Center at SDA Bocconi School of Management where in 2001 she also was the founding Director for the International Master in Fashion, Experience & Design Management. In 2014 she launched the first ever MOOC (Massive Open Online Course) on fashion and luxury management on the American educational platform Coursera. She serves as board member in listed companies such as Stefanel, TXT, and Natuzzi.
Customer experience and engagement are widely covered topics both from academics and practitioners. But the debate about customer experiences and touch-points design has been developed so far out of any industry specific approach, mainly considering services or mass brands. In fashion and luxury building branded experiences is key and no publication addresses the issue of designing unique and meaningful customer experiences in a world increasingly commoditized. Fashion and Luxury brands are conceptually different for many reasons (value creation process, role of the creative visl³Ú
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