How can Fashion and Luxury brands enable meaningful connections and lasting engagement with their customers? Which touch-points are most important in determining memorable experiences? How can fi rms converge the consumer and organizational perspectives of the customer journey? Never as today, Fashion and Luxury companies need to answer these questions and craft a unique and proprietary signature experience across all their touchpoints. Signature means that brands should avoid metoo strategies and "craft" the customer journey as they do with products, injecting creativity and their special touch into all relevant customer interactions. Crafting touch-points is not enough if the execution is not well-engineered. Different authors have teamed up in this book to illustrate how Fashion and Luxury companies should develop an innovative organizational approach and mindset, from brief to shelf, where people, processes, technology, and data are key enablers.