The impact of digitalization on luxury events

Abstract

Luxury is the sector where prestige and uniqueness form its motto. Born between the 17th and 18th century, the concept of luxury enjoys unchanging values, and it is synonymous with rarity, it has faced in recent years new practices exploited by several other sectors and fields, whose principle is contrary to that of luxury, which is abundance and accessibility. As a matter of fact, digital has taken over and invaded the world of marketing and communication. The luxury brands have found themselves outdated, as a result, they ended up jumping on the trends, waves and also integrated in the digital world. When we do mention luxury, we are directly sent back to quality, whether it is that one of products or services, it is the excellence of the quality that makes a product luxurious. Its integration in the digital was also due to quality, since the brands were keen to employ the right tools and put in place the right strategies in order to establish an entry worthy of luxury. When it comes to Luxury, we mean quality products but also events of quality. In effect, the world of luxury has never ceased to surprise and dazzle us with their creativity and innovation during the organization of its events, whether the decor, the location, or even the guests. Those That said, when luxury decided to integrate in the digital word, their idea was to reach their events did not come directly to their mind. It took a few more years for them to give in to it, but they didn't regret it. One thing is for sure is that even though luxury has become more democratized, brands in parallel have been able to turn this to their advantage. They have managed to attract a more connected target, that is more involved and interested in luxury. The surveys we made have proven that the digitalization of luxury events has not only contributed to broaden the target audience of luxury brands, but also to upgrade the customer experience. In this respect, the organization of events in the virtual world has allowed luxury brands to test new technologies and permitted customers to live new experiences. This digitalization of events created a propaganda, which revolved around the future of physical events. If digitalization is the future, what about physical events? This is the question we asked ourselves in the realization of this article. Would people prefer a world where digital reigns or rather a world where "normal" dominates? According to the results generated through our empirical study, we arrived at a point of agreement between the majority of the interlocutors; luxury brands will have to opt for the hybrid version to satisfy the needs of their target and ensure a more personalized contact with their customers. Indeed, an organization in the real world and a live broadcast in the digital will meet the expectations of the target. yet, the events organized at the level of virtual platforms will never dissipate. In contrast, they will be exploited by luxury brands to better adapt to customer preferences.