ABSTRACT

The interview “Digital challenges in luxury industry” with Jean-Christophe Babin, CEO of Bulgari Group, analyzes the particularities of digitization in the luxury industry. In this case, it is not a question of digitizing products, but of digitally integrating customer management and the relationship with them, through important effects on communication and branding. It is a question of maintaining the difficult balance between exclusivity and the use of social media, with innovation in languages and targets, but also of promoting a change internally in the skills of the staff in the approach with new generations of luxury customers. Once again, the key issue is the change in corporate culture.