麦肯锡-网络达尔文时代（英文）-2018.1-24页

EnhancethecustomerexperienceandtransformyourbusinesstosurviveandprosperintheluxurydigitaleraTheageofdigitalDarwinismApparel,Fashion&LuxuryGroup1TheageofdigitalDarwinismIntroductionIntroductionThetrajectoryofdigitalinluxuryhascomeintosharperfocus.Digitalisacriticalsourceofgrowthandapowerfulwaytoincreasebrandequitybycreatingbrandadvocacyandacompellingstory.Digitalalsoenablescompaniestoreimaginekeyenterpriseprocesses,bothfront-endandback-of-house.A“Luxury4.0”operatingmodelisemerging,inwhichbrandsandretailersusedatatobuildcustomerintimacy,captureemergingcustomerpreferences,andstreamlinetheprocessofturningideasintonewproducts.Brandscanenhancethecustomerrelationshipandrestoretheauthenticpersonalexperiencesthatdefinedluxurywhenitwasconfinedtoasmallelite.Finally,thetrajectoryofdigitalwilllikelybringfurtherdisruption,forwhichpla