Luxury Retail and Digital Management

MICHEL CHEVALIER is an expert in luxury brand management and retailing. He was Executive Vice President of Bluebell Asia Ltd, a distributor of luxury brands, operating retail stores in Asia. He also managed the Paco Rabanne perfumes and fashion companies. He is now the president of Parfums Dusita, Paris, and a visiting professor of Luxury Management at HEC Paris and Universita Cattolica di Milano. He is the co-author of Luxury Brand Management (with Gérald Mazzalovo) and Luxury China (with Pierre-Xiao Lu), both published by Wiley. MICHEL GUTSATZ is a visiting professor of marketing, brand management and luxury retailing at Kedge Business School, China Europe International Business School and Hong Kong University. He is the president of family-owned Maison de Parfum, created in 1975 by his father, perfumer Yuri Gutsatz. Yuri created the first artisan and niche perfume brand Le Jardin Retrouvé. Prior to that, Michel managed an image strategy agency and was Human Resources and Internal Communication Director of the Bally Group.

• Foreword ixby Luca SolcaIntroduction xiiiPart I: Important Choices in Luxury Distribution 1Chapter 1: The Various Models in Luxury Distribution 3Chapter 2: Do Luxury Products Still Sell in Stores? 21Chapter 3: Concept and Design of a Luxury Boutique 39Chapter 4: Online, Offline or O2O? 67Part II: Know and Understand the Client 87Chapter 5: Putting the Customer Back in the Centre 89Chapter 6: Customer Identification and CRM 107Chapter 7: The Challenges of Offline and Online Integration 121Chapter 8: Logistics Adapted to a Digital Culture 135Part III: Making Client Relationships More Meaningful 151Chapter 9: Customer Behaviour in the Store or Online 153Chapter 10: The Importance of Stores for Building Customer Relationships 163Chapter 11: Customer Experience and Building Loyalty 177Chapter 12: How the Internet Has Shattered the Traditional Sales Model 203Part IV: Management Tools for Luxury Stores 219Chapter 13: Location of Sales Points 221Chapter 14: Managing Store Personnel: A Toolbox 259Chapter 15: At What Price Should Products Be Sold? 297Chapter 16: Financial Analyses of Sales Points 315Conclusion 339Bibliography 345About the Authors 351Index 353