Creating the customer experience in luxury

In this dissertation, the main aim is to create the customer experience in the luxury sector through the description of the theoretical and practical frameworks of experience and successively comparing them in the luxury world. The first part will concern the proposed definitions and conceptual models useful to implement experience. Following the first part dedicated to experience only, its peculiar aspects in the luxury context will be explained in the second part. In the third and last part, a qualitative analysis about different case studies in different luxury industries will be developed through a series of interviews. The aim will be to understand how luxury brands take decisions about to create the experience with respect to key moderators of customers and to dynamics external to the company such as industry, environmental or context variables, in particular focusing on the current COVID-19 pandemic and the possible future developments.