The experience of luxury craftsmanship – a strategic asset for luxury experience management

ABSTRACT

Craftspeople represent essential touchpoints in the creation process of luxury experience. The industry faces increasing difficulties in attracting new craftspeople. Narrative interviews with craftspeople and expert interviews with executives and stakeholders reveal that managers recognise the importance of craftsmanship for consumers' luxury experience. They use craftsmanship as abstract communication content instead of recognising craftspeople as human beings that contribute to brand experience. Low regard for craftsmanship and a lack of knowledge about the work of luxury craftspeople are the main barriers for selecting this occupation. Direct experience of craftspeople at work and passion for creative activities are major drivers. Luxury marketing and human resource managers should cooperate in aligning customer experience management with employer branding to inspire consumers and potential craftspeople.

KEYWORDS:

• Luxury management
• customer experience management
• luxury craftsmanship
• luxury experience
• passion

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

The authors received no financial support for the research, authorship, and/or publication of this article.

Notes on contributors

Annalisa Tarquini

Annalisa Tarquini is the Director of the Master in Science in Luxury Management at the International University of Monaco. Annalisa has vast managerial and academic experience in Human Resources, Luxury Fashion, and Yachting. Before joining IUM, Annalisa worked for more than a decade as Human Resource Manager in the luxury industry, advising companies, such as Fendi part of the LVMH group, and successfully managing the recruitment processes such as Corporate Headquarters, the Plant, the European Offices and Retail Network.

Hans Mühlbacher

Hans Mühlbacher is Professor em. of Marketing at the International University of Monaco. He has published widely in academic journals, including the International Journal of Research in Marketing, the Journal of Management Information Systems, the Journal of Product Innovation Management, the Journal of Business Research, the European Journal of Marketing, and the Journal of Marketing Management. His research interests focus on brands as social processes, open innovation, and marketing strategy formation. Hans is an honorary fellow of the European Academy of Marketing. He has been the Associate Editor for International Business of the Journal of Business Research and of Décisions Marketing.

Maria Kreuzer

Maria Kreuzer is an affiliate professor at the International University of Monaco, lecturer at Innsbruck School of Management, and brand consultant at IMARK strategy advisors. As a passionate qualitative researcher, she loves conducting research in the fields on branding, consumer experience, and qualitative research methods. Her research has been published in the Journal of Business Research, Journal of Marketing Management, and Psychology & Marketing.