Experiential marketing in the luxury sector: What are the past and future developments brought by digitalization for clients in China and Europe?

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Supervisors: Schuiling, Isabelle ; Lejeune, Christophe
Faculty: Louvain School of Management
Degree label: Master [120] en sciences de gestion
Abstract: The luxury sector and its most prominent groups like LVMH or Kering keep growing with more than ten percent turnover increase per year. However, many factors are increasing the competition and the substitutes, compelling luxury brands to continuously enhance their services and develop experiences along their consumer journey. This thesis tackles experiential marketing in the luxury sector, pushed by digitalization and a fierce Chinese millennial population. A literature review gives first some definition, models, and an overview of experiences already offered by luxury brands. Second, a practical analysis more targeted on Chinese consumers tries to give a field comprehension of experiential marketing in the luxury sector, and what to expect in the future. A discussion of the analyze gives tracks to develop and offer meaningful experiences to Chinese luxury-goods consumers.