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The document explores the impact of digital engagement channels on customer loyalty and purchasing behavior in the luxury market, highlighting the necessity for brands to balance digital accessibility with exclusivity. It presents research questions, methodologies, case studies of leading luxury brands like Louis Vuitton and Gucci, and findings that emphasize the importance of personalization, storytelling, and sustainability. Key recommendations include leveraging AI for personalized experiences and mainta

Author

DASOM KIM

Language

EN