The advent of digital media: a thousand opportunities and some risks

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The key aspect of the luxury business model is control . A luxury brand is so demanding about its level of quality that it cannot afford to have “blind spots” along the value chain and at the same time it must create a distance, symbolic even before physical, in the relationship with customers. Digitalization ( first the Internet and then social media) has immediately imposed a constitutionally different language, based on dialogic, plural models characterized by proximity : free accessibility for everyone, 365 days a year, 24 hours a day; peer-to-peer communications; disruptive presence of social media, dizzying growth of e-commerce, proliferation of touching points.

While it is indisputable that luxury has learned to exploit the many opportunities bahrain phone data offered by the digital revolution, it is equally true that it has done so by following an imperative, under penalty of losing its identity and betraying its vocation: maintaining the ability to differentiate itself , moving the threshold of access even further away, continuing to fuel the desire for something that must be perceived (rightly or wrongly) as unattainable.