Experiencing luxury

Glyn Atwal and Alistair Williams

Glyn Atwal, assistant professor of marketing at ESC Rennes School of Business, and Alistair Williams, professor of marketing at Johnson & Wales University US, argue that the battlefield for luxury goods marketers lies not in product features and benefits, but in staging meaningful and valued customer experiences.

Experiencing luxury

Glyn Atwal and Alistair Williams

The recently opened Louis Vuitton store on the Champs-Elysées reflects a growing trend within the luxury industry: experiential marketing. European, American, Japanese and Chinese visitors are spending time – and euros – at this flagship store. The reasons are universal: excitement, ecstasy and enlightenment.

A NEW PERSPECTIVE

Experiential marketing is a relatively new orientation, which is gaining significant momentum within the luxury sector. The concept of experiential marketing is about taking the essence of a brand and amplifying it into a set of in-depth, meaningful and tangible experiences in order to...

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