From luxury as a product to luxury as an experience in the digital age: the digital luxury experience

[nurmohammadkhan]

A fundamental shift has characterized the last decades of luxury marketing and has further intensified with the mass diffusion of digitalization and the consequent affirmation of digital luxury marketing. In the case of luxury brands, to a different and further extent than brands in other sectors, this shift has consisted of a clear shift in attention and investments from the "good" to the consumer experience and in particular to their digital experience . What is the digital luxury experience, in detail? Let's try to delve deeper.

Wided Batat, in his recent Digital Luxury: Transforming Brands and Consumer australia phone data Experiences (2019) states that marketing strategies that intend to build a focused and satisfying digital luxury experience must necessarily take into account the "intangible and subjective experiential needs of customers, including emotional, relational, symbolic needs" and their expectations in terms of value systems.

The digital luxury experience interprets the brand-consumer relationship from the latter's point of view , and takes into account the changes that this relationship goes through during all the phases of the purchase, both online and offline. Therefore, " the digital luxury experience includes human and technological factors, which are directly or indirectly linked to the consumer and the way in which he lives and defines this same experience ".