Signature Experience: Art and Science of Customer Engagement for Fashion&Luxury Companies

Craft a Signature Customer Experience in the Fashion and Luxury Industries

How can fashion and luxury brands create lasting customer connections? This book provides the answers, arguing that firms should craft the customer experience with the same care as their products, injecting creativity into every touch-point. It explores how to design unique, memorable experiences that resonate with customers.

Signature Experience examines how to move beyond traditional approaches and create a new organizational design and company culture. It emphasizes the importance of data, technology, people, and organizational mechanisms in enabling a customer-centric approach. Discover how to craft a unique, inspiring, and memorable experience that defines your brand.

Stefania Saviolo is a Professor of Management and Technology at Bocconi University and SDA Bocconi School of Management in 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. In 2014 she launched the first ever 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, and Natuzzi.