The best channel strategy to deliver the customer experience in the luxury fashion world

The aim of this thesis is to identify which kind of decisions luxury fashion companies are going to make in order to choose the best channel through which they will serve their customers in the future. Following an interpretative qualitative approach and through multiple in-depth interviews conducted with expert in this field, this thesis explore if luxury companies are going to choose a single channel strategy, with the implementation of digital or retail option, or if they are willing to implement an omni-channel strategy, where both options can coexist harmoniously. Further, some key elements that play a fundamental rule in this decision were identified. In particular the importance of new technologies, customer experience, word of mouth, customer experience management and customer relation management are discussed.