PODCAST. Luxury and digitalisation, the leading path to winning over consumers?
Today, luxury brands are exploring new ways of interacting with consumers, stirring their emotions, while expanding their territories of expression. Chris Grainger-Herr, CEO of the watch brand IWC Schaffhausen, and Fabio Duma, professor at the Zurich University of Applied Sciences, discuss the challenges of the digitalisation of luxury. A Luxury Tribune Podcast.
By Cristina D’Agostino26 août 2021
The first episode of our "Let's Talk Luxury" podcast series hosted by Cristina D'Agostino features two leading experts in the field: Chris Grainger-Herr, CEO of the watch brand IWC Schaffhausen, one of the most connected managers in the luxury industry, and Fabio Duma, lecturer and Head Competence Team Luxury management at the Zurich University of Applied Sciences.
Both experienced in the latest digital communication techniques, they discuss how luxury users and customers use their applications, how luxury brands use technology to better understand consumers' needs and create an ideal ecosystem to convert emotion into a purchase. Ranging from video games, interactive windows, representation via holograms to augmented reality, the IWC Schaffhausen brand uses all the latest digital applications. In fact, at the Watches & Wonders exhibition held last spring in Shanghai, Chris Grainger-Herr appeared in front of his audience in the form of a hologram, as a result of the pandemic. He explains the advantages it brings, but also the limits it imposes.
If digital technology cannot replace the experience of touching and feeling emotional about a highly crafted object, Fabio Duma explains how the power of digital storytelling can lead to better learning about the culture of beauty. Author and teacher of the course "Managing the Digital Transformation in the Luxury Sector", he expresses how the digital transformation of luxury can help a brand find its audience, while detailing the pitfalls to avoid.
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