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Luxury Brand Management: Dr. Georgios Christodoulidis X Mentor: Juan Garcia (Chalhoub)
Project type
Luxury Marketing
Date
Spring 2024
During my course on Luxury Brand Management with Dr. Georgios Christodoulidis at the American University of Sharjah, I collaborated on a project with Chalhoub under the mentorship of Juan Garcia, Manager of Consumer Insights & Analytics. Our research focused on the omnichannel path to purchase for luxury fashion shoppers, integrating digital and physical shopping experiences. We explored how luxury brands can synchronize these channels to enhance customer satisfaction and loyalty. By using a mixed-methods approach, including surveys and interviews, we identified key trends and provided actionable insights for optimizing omnichannel
strategies. Our findings underscored the importance of quality, craftsmanship, and personalized in-store experiences in fostering brand loyalty. This project was an enriching experience that deepened my understanding of contemporary luxury retail dynamics.