Abstract
This chapter explains that many luxury brands have approached the digital world carefully to protect cultural heritage and brand equity. Brand websites, shopping clubs and second-hand platforms have become a starting point to overcome an ambivalent relationship with the Internet. Meanwhile, social media platforms make omni-personal relationship building obligatory, giving customers their own voice.
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Schmitt, R., Rossi, A., Bensoussan, A. (2022). Cautious Steps Towards Digital. In: Omni-personal Luxury. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-85769-1_3
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