7International luxury brands’ omnichannel retailing management

DOI: 10.4324/9780429463884-8

“It is impossible for a world-class enterprise to make its fame and achieve success by engaging in speculation and profiteering or taking shortcuts.”

– Pierre Xiao Lu

Artist windows for Hermès Maison Shanghai

What is the charisma of a physical store? What is its irreplaceable value for customers? The window of a luxury brand company’s retail store is an “eye,” and its charisma, aesthetic feel and glamor directly relate to the overall image and business performance of the brand. Hermès, a luxury brand with a global presence, has been creating artistic store windows and providing unique luxury retailing experiences for its consumers for many years. ...

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