Serena Rovai, PhD, is Senior Professor in Luxury Brand Management and Chair of the Luxury BRaND Lab at Excelia Business School, where she created and directs the luxury and fashion specializations. She is Visiting Professor at Stanford University in Luxury and Fashion Management among others – IULM, ISCTE, Bocconi, Polimoda, Curtin University, Università degli Studi di Firenze. She has more than 25 years of international experience in higher education in academic and executive roles, business consulting, and directing programs in Luxury and Fashion Brand Management – Italian Ministry of Foreign Affairs, Chinese Ministry of Education, and World Bank. She conducts research on fashion and sustainability in Made in Italy and her work has been published widely in scientific journals. Manuela De Carlo, PhD, is Full Professor at IULM University in Milano, where she founded and directs the M.Sc. in Hospitality and Tourism Management (dual degree with the University of Central Florida). She has a Master’s degree in International Tourism and Hospitality and graduated with specialization in Luxury Hospitality and Client Experience. Manuela has published widely in the areas of collective capabilities development; technology adoption in luxury hospitality; service personalization and customer centricity; and place image formation and evaluation. She has conducted numerous consulting and applied research projects and provided advice for OECD, Italian Ministry of Tourism, and Italian Ministry of University and Research.