Evolution of the customer experience: from the traditional theory to the latest innovations: the Prada Group case study

Ingrassia, Alessandra (A.A. 2021/2022) Evolution of the customer experience: from the traditional theory to the latest innovations: the Prada Group case study. Tesi di Laurea in Luxury management, Luiss Guido Carli, relatore Alberto Festa, pp. 127. [Master's Degree Thesis]

[img] PDF (Full text)
Restricted to Registered users only

Download (2MB) | Request a copy


The luxury market. The definition of luxury and the characteristics of luxury goods. The evolution of the luxury industry and the current trends. Luxury market structure and key player’s overview. Luxury consumers’ behavior: a focus on Millennials and Gen Z. The concept of customer experience and its evolution. Customer experience: what is it and why is important? The antecedents of customer experience: studies on consumer behavior. The first definitions of customer experience. Further contributions to the theory: the components of the customer experience. From the traditional perspective to customer experience management. The new era of the luxury customer experience. The luxury customer experience today. The big five experiential luxury strategies according to Batat. Challenges for luxury brands: how to create a special bond with customers? The role of the physical store for luxury brands. The use of technology and the future of the customer experience. Winning strategies and innovations: Prada Group case study analysis. The history of Prada. The Prada Group in numbers. Prada distribution strategy. Prada customer experience and digitalization. Prada pop up stores. The customization strategy of Prada. An effective way to train employee: the Prada academy.


Bibliografia: pp. 97-106. Sitografia: pp. 107-111.

Thesis Type: Master's Degree Thesis
Institution: Luiss Guido Carli
Degree Program: Master's Degree Programs > Master's Degree Program in Management, English language (LM-77)
Chair: Luxury management
Thesis Supervisor: Festa, Alberto
Thesis Co-Supervisor: Nasta, Luigi
Academic Year: 2021/2022
Session: Summer
Deposited by: Alessandro Perfetti
Date Deposited: 29 Nov 2022 10:13
Last Modified: 29 Nov 2022 10:13
URI: https://tesi.luiss.it/id/eprint/34133


Downloads per month over past year

Repository Staff Only

View Item View Item