This volume argues that fashion and luxury brands should craft the
customer experience with the same attention as they do with products,
injecting creativity in all relevant touch-points. In crafting the
experience, not only physical and digital touch-points will be
considered but also human touch-points. However crafting is not enough
if the execution is not well engineered. This book explores how fashion
and luxury organizations are usually divided into sylos (design,
marketing, sales) and are more product-centric then consumer-centric. To
become signature, the customer journey should be the result of a new
organization design and company culture enabled by three factors: data
and technology, people and organizational mechanisms, and processes
design and execution.