If a customized purchase is not an innovative concept, new technologies make it possible to customize it in real time, thanks to its direct interactions with smartphone users. An enriched customer experience offered by the LuxLock application that IFA Paris students (MBA Luxury Brand Management) will test in a future module devoted to Brand Management for a long-established luxury brand.

IFA Paris has always not only taught theoretical courses, but also based its entire teaching on practical experimentation. Faced with the digital revolution, our school in societal and technological awareness, is committed to identifying and deciphering future canals to offer its students a futuristic vision of the fashion industry planet.

This approach is fully in line with the LuxLock application, which positions itself in the retail sector and challenges conventional luxury concepts. By dusting off all its ancestral codes, LuxLock integrates modern Luxlocktechnology into the luxury consumer's journey. Earmarked fashion designers, customized recommendations, live chats, personal shoppers, wardrobe optimization, digital wardrobes... so many expert tips are available in real time to make luxury more accessible, enrich customer relations to target a younger audience. For a long time, luxury brands believed that they could run away from digital technology and innovation. A fear of committing to it motivated by the fear of downgrading their image and no longer being able to manage their uniqueness, or even being assimilated to mass market products... but in luxury too, the future cannot be built without a global digital strategy, a real lever for all.

As the conventional purchasing path has become totally outdated, the contact points have diversified and the unstable customer requests to test all sales networks. The objective of a brand is therefore to sharpen its knowledge about the customer in order to direct them towards a coherent, but above all a hyper-personalized universal approach!

It is therefore up to our MBA Luxury Brand Management students to propose adapted solutions that bring together the classic markers of luxury with those of modern technology. Through the LuxLock application and after quantitative and qualitative analysis of both conventional and technological conflicts, they will have to develop themes that bring the two together in total harmony: How to capitalize on historical values via data, là est la question!!?

Far from being contradictory, it is finally Vivienne Westwood, who best sums up this problem "looking back is the only way to create the future"...

To learn more about the program involved in this collaboration, please visit: MBA in Luxury Brand Management