This course introduces students to a new definition of luxury and the art of designing the ultimate luxury experience in both the physical (e.g., in-store, hotel, restaurant) and the digital (e.g., social media, website, e-commerce) settings. Specifically, it offers an overview of customer experience issues and explores effective experiential strategies that can be applied by luxury houses in order to provide the best luxury experience to their customers. Themes such as quality of customer luxury experience, immersion and co-production/co-creation in luxury, creation and management, digital and immersive strategies, and innovative market research are also examined.
Caroline EGAL,Anne-laure DE BROISSIA
Séminaire
English
NONE
Autumn 2025-2026
In-class delivery of creative and analytical work (40%) and in-class oral presentation of group project (50%), interaction and participation (10%)
- PPT deck with videos
- Practice and discussion
- Critical thinking
- Interactive hands-on learning experience
- Theoretical applied learning
Batat Wided (2023). The pursuit of luxury or luxuries? A framework of the past, present, and future of luxury research, Consumption, Markets, and Culture, 26(2), pp. 103-116.
Batat, W. (2022) Luxe et expérience client : les enjeux du phygital, de la responsabilité sociale et de la culture digital natives, Second Edition, Paris: Dunod.
2. Batat Wided (2023). The pursuit of luxury or luxuries? A framework of the past, present, and future of luxury research, Consumption, Markets, and Culture, 26(2), pp. 103-116.