How Can Luxury Fashion Brands Create a Multisensory Environment Online to Improve Customer Experience?

This systematic review presents a pioneering analysis of advanced technology applications in the luxury industry, proposing a structured framework for effective integration across various supply chain and consumer journey stages. The study ensured a refined and comprehensive literature review by employing unique keywords derived from a preliminary exploration of technologies in retail and marketing. Our framework categorizes technologies according to their supply chain roles and highlights their impact on consumer perceptions, preferences, and purchasing decisions. The findings reveal a growing trend of luxury brands adopting advanced technologies to enhance customer experiences, boost operational efficiency, foster sustainable practices, and reinforce market positioning. This research contributes to sustainable supply chain management and ethical consumerism in the luxury sector by aligning technological innovation with sustainability and core luxury values. It provides actionable insights for industry practitioners and identifies future research directions, marking this study as a first‐mover in advancing academic understanding and industry practice in luxury technology integration.

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How Can Luxury Fashion Brands Create a Multisensory Environment Online to Improve Customer Experience?

Cited by 3 publications

References 46 publications

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Framework Conditions of Multichannel Marketing

Mapping the Future of Tech‐Infused Luxury: A Roadmap and Research Directions

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