Asif. S, MohammedMohammedAsif. SBhattacharya, Somnath2026-02-162026-02-162022-07https://gnanaganga.alliance.edu.in/handle/123456789/9770The luxury industry’s clientele places the intangible value they derive, above all else, from their experience with a brand. Scoring higher up on the hedonistic scale as opposed to the utilitarian needs, luxury products are consumed for those intangible values such as brand equity, esteem, recognition among peers, exclusivity and impeccable service. This is precisely why brands in the luxury industry strive to create experience for their customers and prospects. This often involves a considerable amount of artistic and aesthetic aspects. The experiences are often designed to be multisensory to evoke multiple senses of the viewer. These experiences or experiential marketing as it is called in the marketing sphere is an inseparable part of luxury industry. Illustrating this is a piece of data obtained from a 2021 study of the global luxury market by Bain and Company. The report states that the market remained 9% to 11% lower than 2019 levels owing to the shortfall in experiences as a result of the Covid-19 pandemic. If experiences are inseparable from marketing luxury products, then customer data is inseparable from crafting personalized experiences and making sales. Customer equity and customer lifetime value have become important points of discussion for all brands alike. It is even more crucial for luxury brands to think about customer equity because their clientele is typically small. This means that brands have to retain their customers and build valuable relationships with them.enCompaniesFashion Industrytext::report