Raphael Malka

Luxury and Digital Raphael Malka

This book is above all a story, a journey, an odyssey. It does not claim to be exhaustive or to provide a crystalline answer to the question posed. Of course, I still think I have highlighted many points and answered many questions. How do new digital technologies contribute to the promotion of luxury brands? The objective here is to study jointly the two entities present as well as the processes by which they manage to nourish each other. Cyberspace, touch pads, brand content, storytelling: the choice of media and tools is vast for the luxury brand. In the first part, we will collect and examine the theoretical statements, through a structured and coherent approach. In the second part, it will be a question of interviewing experts working in the luxury and digital world. Finally, lastly, I will present my personal view on the subject.