Includes bibliographical references and index.

"Luxury Retail Management, Second Edition, sets focus on the major retailing challenges and customer evolutions luxury brands are facing today: the digitalization and the emergence of the millennials and Chinese luxury consumers. These major changes have been affecting the distribution and communication channels of luxury brands: they now have to think simultaneously physical stores and e-commerce, global marketing and digital marketing. Defining all the tools that are necessary to manage luxury stores -- from the analysis of location and design concept, to the selection, training, and motivation of the staff -- the book covers everything you need to know to enter, expand, understand, and succeed in the world of luxury retail. And while some of the luxury retail rules and models in this book are exclusive to the luxury market, many have lessons for the whole retail sector. Luxury consumers are changing -- they come from all over the world, they are young and they are digital natives. How can luxury brands that have built themselves as pure physical players adapt their business model and practices to address their expectations without abandoning their luxury DNA?"-- Provided by publisher.

Description based on online resource; title from digital title page (viewed on April 20, 2020).

Cover -- Title Page -- Copyright -- Contents -- Foreword -- Introduction -- What Is the Reason for This Revision? -- Change Is Accelerating: The Luxury Customer Is No Longer the Same -- Part I Important Choices in Luxury Distribution -- Chapter 1 The Various Models in Luxury Distribution -- Direct and Indirect Distribution -- Evolution and Perspectives of the Various Types of Sales Outlets -- Advantages and Disadvantages of the Various Distribution Channels -- Chapter 2 Do Luxury Products Still Sell in Stores? -- The Owner Becomes a Retailer as Well

Different Situations According to the Different Luxury Segments -- Watch Manufacturers and Niche Perfumers Are Creating Single-Brand Outlets -- The Future of Multi-Brand Stores -- The Special Case of Travel Retail -- Chapter 3 Concept and Design of a Luxury Boutique -- Relaunching a Brand: The Urgency for a New Concept of Boutiques -- The Concept of the Boutique: Applying the Brand's Vision -- Store Formats: Closed or Open? -- Customising Boutiques and Flagships -- Visual Merchandising and the Institutional Image of the Brand -- Chapter 4 Online, Offline or O2O?

From Yoox.com to the Merger with NET-A-PORTER.com -- A Brief History of the Love/Hate Relationship that Luxury Brands Have with the Internet -- Part II Know and Understand the Client -- Chapter 5 Putting the Customer Back in the Centre -- Looking at It from the Customers' Side: Why Have They Logged On and How Do They Use the Internet? -- The Seven Rules of the Internet and Social Networks -- Chapter 6 Customer Identification and CRM -- Managing the Customer Database -- Marketing Data -- How Can One Recognise a Client? -- Using the Customer Database

Chapter 7 The Challenges of Offline and Online Integration -- What Are the Criteria for Offline/Online Integration? -- Global Tracking of Customers (Especially Chinese) -- Chapter 8 Logistics Adapted to a Digital Culture -- The Traditional System -- Number of Stores in Each City -- Details Are Important in a Logistics System: An Example -- The New Logistics Systems -- Stores Without Sales Staff -- The Challenges of Logistics -- Part III Making Client Relationships More Meaningful -- Chapter 9 Customer Behaviour in the Store or Online -- Store Behaviour Patterns

Expectations and Perceptions in a Store -- The Basic Rules of Supermarket Merchandising -- Chapter 10 The Importance of Stores for Building Customer Relationships -- Why Sales Staff Need to Know Everything About the Brand -- The Problem of Retail: Retaining One's Clients -- Managing a Store: A Very Special Job -- Building a Customer Relationship: The Challenge of Individualised Service -- Chapter 11 Customer Experience and Building Loyalty -- Step 1: Focus on the Customer -- Step 2: The Loyalty Effect - Transforming Regular Customers into Brand Ambassadors

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