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The experience of luxury craftsmanship – a strategic asset for luxury experience management

ABSTRACT Craftspeople represent essential touchpoints in the creation process of luxury experience. The industry faces increasing difficulties in attracting new craftspeople. Narrative interviews with craftspeople and expert interviews with executives and stakeholders reveal that managers recognise the importance of craftsmanship for consumers' luxury experience. They use craftsmanship as abstract communication content instead of recognising craftspeople as human beings that contribute to brand experience. Low regard for craftsmanship and a lack of knowledge about the work of luxury craftspeople are the main barriers for selecting this occupation. Direct experience of craftspeople at work and passion for creative activities are major drivers. Luxury marketing and human resource managers should cooperate in aligning customer experience management with employer branding to inspire consumers and potential craftspeople.