Silveira, Catherine daLarraufie, Anne-FloreCrepaz, Sandra2024-09-202024-09-202023-01-232023-01-23http://hdl.handle.net/10362/172099Customer expectations towards the luxury segment have changed drastically in the past decade. Luxury consumers are seeking deeper meanings that go beyond ownership; they seek a unique experience. Consequently, the retail industry needed to adapt to the new customer needs. This research investigates how small and medium luxury fashion brands can improve their customer experience in times of digital transformation through the practical example of a Viennese fashion label. An in-depth literature review, and an online survey, provide insights into customers’ preferences in customer experience and build the foundation for the presented recommendations.engLuxury fashionCustomer experienceDigital transformationRetailmaster thesis203315863