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...