Overview

The book vision is that fashion and luxury brands should “craft” the Customer Experience and the journey 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 we stress for the first time the importance of human touch-points. However crafting is not enough if the execution is not well engineered. The greatest challenge we underline is that the fashion and luxury organizations are usually divided into sylos (design, marketing, sales…) and more product-centric then consumer-centric. To become signature the customer journey should be the result of a new organisation design and company culture enabled by three factors: data and technology, people and organizational mechanisms and processes design and execution.

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Stefania Saviolo, is currently Professor of Management and Technology at Bocconi University and SDA Bocconi School of Management - Milan, Italy. Since 2013 she has been Head of the Luxury & Fashion Knowledge Center at SDA Bocconi School of Management where in 2001 she also was the founding Director for the international Master in Fashion, Experience & Design Management. At Bocconi University she teaches fashion and luxury management at graduate level. She has gained expertise in brand management, product marketing and internationalization strategies as a senior management consultant for international fashion and luxury companies. In 2014 she launched the first ever MOOC (MOOC Massive Open Online Course) on fashion and luxury management on the American educational platform Coursera. She serves as board member in listed companies such as Stefanel, TXT, Natuzzi. She is the author and co-author of several books and articles on management, particularly in the luxury, fashion and design industries.

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