The book vision is that fashion and luxury brands should "craft" the Customer Experience and the journey as they do with products,
injecting creativity in all relevant touch-points. In crafting the experience not only physical and digital touch-points will
be considered but we stress for the first time the importance of human touch-points. However crafting is not enough if the
execution is not well engineered. The greatest challenge we underline is that the fashion and luxury organizations are usually
divided into sylos (design, marketing, sales...) and more product-centric then consumer-centric. To become signature the customer
journey should be the result of a new organisation design and company culture enabled by three factors: data and technology,
people and organizational mechanisms and processes design and execution.