Digital Channels And Social Media Management In Luxury Markets

Author : Fabrizio Mosca,Chiara Civera
Publisher : Routledge
Page : 284 pages
File Size : 51,5 Mb
Release : 2017-11-23
Category : Business & Economics
ISBN : 9781351332286

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Digital Channels and Social Media Management in Luxury Markets by Fabrizio Mosca,Chiara Civera Pdf

In recent years, luxury goods markets have faced significant changes that have influenced both the dynamics of the competition, as well as their strategies. The principal changes include the following: new geographical market development, such as in the Far East, India, and some parts of Africa (these countries are added to a list of already relevant countries that are involved in luxury goods consumption, such as the Emirates, Russia, and South America); diffusion of new media and new technologies in communication, which is characterized by a high degree of interaction; the evolution of distribution channels is underway – these channels are moving towards new forms of integration that utilize both physical digital channels. This has forced firms to revise their strategies and implement multichannel marketing strategies to continue to operate in increasingly international markets that are characterized by increasingly more demanding and informed consumers. This book will enable readers to gain a clear insight into how the luxury goods market operates and amongst other things, focuses on: recent internet and social media strategies adopted by luxury companies and their brands; how luxury companies manage their communication and distribution channels to compete in the market and the impact of digital marketing on their competition; the main models of direct and indirect distribution in the digital channels; how consumers react to multichannel strategies; trends, social commerce and CSR and how luxury companies react; identifying the different social media strategies for luxury companies.

Author : Wilson Ozuem,Silvia Ranfagni
Publisher : Springer Nature
Page : 471 pages
File Size : 43,6 Mb
Release : 2021-07-17
Category : Business & Economics
ISBN : 9783030703240

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The Art of Digital Marketing for Fashion and Luxury Brands by Wilson Ozuem,Silvia Ranfagni Pdf

This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.

Author : Michel Chevalier,Michel Gutsatz
Publisher : John Wiley & Sons
Page : 390 pages
File Size : 48,6 Mb
Release : 2020-03-24
Category : Business & Economics
ISBN : 9781119542339

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Luxury Retail and Digital Management by Michel Chevalier,Michel Gutsatz Pdf

Develop a winning customer experience in the digital world Luxury consumers are changing – they come from all over the world, they are young and they are digital natives. How can luxury brands that have built themselves as pure physical players adapt their business model and practices to address their expectations without abandoning their luxury DNA? Luxury Retail and Digital Management, 2nd Edition sets focus on the major retailing challenges and customer evolutions luxury brands are facing today: the digitalisation and the emergence of the millennials and Chinese luxury consumers. These major changes have been affecting the distribution and communication channels of luxury brands; they now have to think simultaneously physical stores and e-commerce, global marketing and digital marketing. • Defines all the tools that are necessary to manage luxury stores including analysis of location and design concept • Explores the selection, training and motivation of the staff • Covers everything executives, managers and retail staff need to know in order to enter, expand, understand and succeed in the world of luxury retail Written by luxury retail experts Michel Chevalier and Michel Gutsatz, who lend their solid academic credentials and professional expertise to the subject, Luxury Retail and Digital Management, 2nd Edition provides deep insight into the main challenges that luxury brands are facing in this digital age.

Author : Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi
Publisher : Springer Nature
Page : 337 pages
File Size : 46,8 Mb
Release : 2019-11-11
Category : Business & Economics
ISBN : 9783030243746

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Digital and Social Media Marketing by Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi Pdf

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Author : Michel Chevalier,Gerald Mazzalovo
Publisher : John Wiley & Sons
Page : 544 pages
File Size : 48,7 Mb
Release : 2021-02-08
Category : Business & Economics
ISBN : 9781119706281

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Luxury Brand Management in Digital and Sustainable Times by Michel Chevalier,Gerald Mazzalovo Pdf

Learn about the luxury brand industry from the inside out with this masterful and insightful resource The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry. Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers: A new chapter on the "Luxury of Tomorrow," with a particular focus on authenticity and durable development A completely revised chapter on "Communication in Digital Times," which takes into account the digital dimension of brand identity and its implications on customer engagement activities and where the concept of Customer Journey is introduced as a key marketing tool A rewritten chapter on "Luxury Clients" that considers the geographical changes in luxury consumption Considerations on the emerging notion of "New Luxury" Major updates to the data and industry figures contained within the book and a new section dedicated to the hospitality industry New semiotic analytical tools developed from the authors’ contemporary brand management experiences Perfect for MA and MBA students, Luxury Brand Management also belongs on the bookshelves of marketing, branding, and advertising professionals who hope to increase their understanding of the major trends and drivers of success in this sector.

Author : Wided Batat
Publisher : SAGE
Page : 340 pages
File Size : 45,5 Mb
Release : 2019-04-29
Category : Business & Economics
ISBN : 9781526483560

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Digital Luxury by Wided Batat Pdf

The fashion and luxury industries have been well-established for centuries, but the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings for consumers and experiences both online and offline, mixing physical place and digital space: phygital. This exciting new text, the first on this timely subject, written by an expert author explores the current malaise and offers ways forward through a mixture of research and practice-led examples.

Author : Mosca, Fabrizio,Casalegno, Cecilia,Gallo, Rosalia
Publisher : IGI Global
Page : 351 pages
File Size : 53,7 Mb
Release : 2021-03-26
Category : Business & Economics
ISBN : 9781799858836

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Developing Successful Global Strategies for Marketing Luxury Brands by Mosca, Fabrizio,Casalegno, Cecilia,Gallo, Rosalia Pdf

In recent times, the advent of new technologies, the concerns about sustainability, and the new tastes of the youngest generations of luxury consumers have affected the traditional dynamics of the luxury goods markets. These emerging issues have caused significant changes in the marketing of luxury goods. Sustainable development is not a new practice in the luxury market but is of increasing importance. The real challenge is for luxury companies to overcome the residual corporate social responsibility perspective to embrace a real integration of environmental, ethical, and social concerns into the corporate strategy. Integrated output and sustainable processes, the introduction of non-financial reporting as operational practice, and a new orientation to circular economy practices are emerging issues that still today request for a deeper exploration both on the academic and managerial point of view. Digitalization is another relevant issue that is reshaping the business model of luxury companies. Big data, blockchain, omnichannel experience, and digital customer experience represent the main digital challenges that luxury brand companies are facing nowadays. Luxury brands must keep up with these digital demands and sustainability concerns to maintain their position in the global market. Developing Successful Global Strategies for Marketing Luxury Brands upgrades the most relevant theoretical frameworks and empirical research about the marketing of luxury goods. This book is focused on contemporary issues affecting luxury industries such as digital transformation (blockchain, big data, analytics, innovation processes), sustainable development, changes in luxury consumers’ behavior, integration between physical and online channels, and the development of social media marketing strategies. Chapters will cover areas of marketing, management, buyer behavior, and international business, creating a multidisciplinary approach for this book. This book is ideal for scholars, local government agencies and public bodies, managers, luxury business owners, along with practitioners, stakeholders, researchers, academicians, and students who are interested in emerging issues affecting the luxury market, such as sustainability and digital transformation.

Author : Wilson Ozuem,Elena Patten,Yllka Azemi
Publisher : Universal-Publishers
Page : 386 pages
File Size : 55,7 Mb
Release : 2019-11-15
Category : Business & Economics
ISBN : 9781627347402

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Harnessing Omni-Channel Marketing Strategies for Fashion and Luxury Brands by Wilson Ozuem,Elena Patten,Yllka Azemi Pdf

This book provides a contemporary theoretical insight into the fashion and luxury industry, addressing potential gray areas within the literature. The authors analyze the luxury and fashion industry using multiple perspectives, allowing for a critical comprehensive overview of the phenomenon across diverse streams. The book provides insight into fashion and luxury retailing in the context of both online and brick and mortar retailers based on a variety of market scenarios. It deciphers the rationale of customer behavioral and decision making in online and offline luxury and fashion purchasing contexts. It provides an overview of the challenges that the industry faces with the advent of the evolving omni-channel environment. The multiple theoretical and practical nuances of the fashion and luxury industry are presented. In this sense, the book is a fundamental reference point for the students and academics. This book will be of interest to practitioners in the fashion and luxury retailing sectors. Also, many policy makers will find the conceptual and exploratory insight of this book relevant to their organizational and retailing policies. The new knowledge that is produced in this book is a ground breaker in the fashion and luxury literature. It offers insight from both theoretical and practical perspectives from both retailer and customer perspectives.

Author : Rebecca Schmitt,Arnaud Rossi,Albert Bensoussan
Publisher : Springer Nature
Page : 193 pages
File Size : 49,7 Mb
Release : 2021-12-02
Category : Business & Economics
ISBN : 9783030857691

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Omni-personal Luxury by Rebecca Schmitt,Arnaud Rossi,Albert Bensoussan Pdf

Rapid shifts in technology and societal changes accelerated by the Pandemic have fundamentally changed the way that customers experience luxury. While digital transformation has unlocked new opportunities to connect one-to-one with customers, the challenge for luxury brands is to engage with customers while protecting their brand equity and leveraging digital tools to build personal relationships with customers. Taking you beyond omni-channel marketing, this book takes a deep dive into the concept of omni-personal, which enables you to connect your brand to relevant and individual experiences. Highly practical in scope, it takes you on a journey to building individual and relevant experiences and relationships at scale. The authors answer the essential questions of who, why, how, what and when omni-personal matters most in luxury, offering best-practice examples, case studies and interviews with industry leaders. Ultimately, this book shows you how to embed the omni-personal strategy into your business and offers a framework to help you assess your organization’s ability to deliver omni-personal marketing along the different channels and touchpoints within the customer journey. This book is for anyone who is interested in the future of luxury, including industry experts and brand managers who want a better understanding of the required steps towards an omni-personal customer relationship.

Author : Wilson Ozuem
Publisher : Springer Nature
Page : 508 pages
File Size : 45,9 Mb
Release : 2024-06-28
Category : Electronic
ISBN : 9783031355899

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Digital Transformation for Fashion and Luxury Brands by Wilson Ozuem Pdf

Author : Lucie Scholz
Publisher : Anchor Academic Publishing (aap_verlag)
Page : 93 pages
File Size : 48,7 Mb
Release : 2014
Category : Business & Economics
ISBN : 9783954891931

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Brand Management and Marketing of Luxury Goods by Lucie Scholz Pdf

The marketing of luxury brands is a highly complex and difficult task and differs strongly from the management of ordinary brands. At the heart of the difficulty lies a paradox: To increase sales and at the same time to preserve exclusivity. A luxury brand has to be anchored in the heads of as many people as possible and be desired but it must remain inaccessible to most of them. The more a luxury brand or good gets actually purchased, the more it loses ist aura of exclusivity, ist attractiveness and ist 'dream value'.The purpose of this book is to analyze the specificities of the management and marketing of luxury brands in comparison to ordinary brands. The analysis will mainly focus on the four elements of the marketing mix, namely product, place, price and promotion. A detailed analysis of the four elements will disclose the particularities of luxury brands and present the requirements of successful luxury brand management which is able to overcome the difficulties resulting from the mentioned paradox.

Author : Management Association, Information Resources
Publisher : IGI Global
Page : 1907 pages
File Size : 54,6 Mb
Release : 2022-01-07
Category : Business & Economics
ISBN : 9781668445044

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Research Anthology on Business Continuity and Navigating Times of Crisis by Management Association, Information Resources Pdf

When the COVID-19 pandemic caused a halt in global society, many business leaders found themselves unprepared for the unprecedented change that swept across industry. Whether the need to shift to remote work or the inability to safely conduct business during a global pandemic, many businesses struggled in the transition to the “new normal.” In the wake of the pandemic, these struggles have created opportunities to study how businesses navigate these times of crisis. The Research Anthology on Business Continuity and Navigating Times of Crisis discusses the strategies, cases, and research surrounding business continuity throughout crises such as pandemics. This book analyzes business operations and the state of the economy during times of crisis and the leadership involved in recovery. Covering topics such as crisis management, entrepreneurship, and business sustainability, this four-volume comprehensive major reference work is a valuable resource for managers, CEOs, business leaders, entrepreneurs, professors and students of higher education, researchers, and academicians.

Author : Byoungho Jin,Elena Cedrola
Publisher : Springer
Page : 145 pages
File Size : 44,7 Mb
Release : 2017-11-27
Category : Business & Economics
ISBN : 9781137523495

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Product Innovation in the Global Fashion Industry by Byoungho Jin,Elena Cedrola Pdf

As an initial attempt to understand innovation in fashion, this volume focuses on product innovations, realizing that this industry is truly an innovative sector in which diverse technologies, science, art, and tradition have been merged, synthesized, and utilized to solve the needs and concerns of the end-users. In doing so, this book categorizes product innovation into three levels—materials, style and product development—and aims to present the broader scope of innovation in the global fashion industry with the hope that other sectors can learn from these developments and be inspired.

Author : Klaus-Peter Wiedmann,Nadine Hennigs
Publisher : Springer Science & Business Media
Page : 387 pages
File Size : 55,5 Mb
Release : 2012-11-10
Category : Business & Economics
ISBN : 9783834943996

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Luxury Marketing by Klaus-Peter Wiedmann,Nadine Hennigs Pdf

​ The luxury market has transformed from its traditional conspicuous consumption model to a new experiential luxury sensibility that is marked by a change in how consumers define luxury. In a global context, it is crucial to understand why consumers buy luxury, what they believe luxury is, and how their perception of luxury value impacts their buying behavior. This handbook aims to provide a holistic approach to luxury marketing with respect to the characteristics and the key challenges and opportunities of luxury brand management. Therefore, the multifaceted contributions by authors from different parts of the world will offer both a research and management perspective of luxury marketing and deliver a concentrated body of knowledge with contributions from diverse elements.

Author : Mosca, Fabrizio
Publisher : IGI Global
Page : 329 pages
File Size : 49,6 Mb
Release : 2016-03-31
Category : Business & Economics
ISBN : 9781466699595

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Global Marketing Strategies for the Promotion of Luxury Goods by Mosca, Fabrizio Pdf

Vast markets for high-symbolic-value goods serve as an expansive worldwide arena where luxury brands and products compete for consumer attention. As global luxury markets have grown and continue to grow, uncovering successful methods for maintaining brand image and consumer desire is critical to the success of high-end brands. Global Marketing Strategies for the Promotion of Luxury Goods explores the latest promotional trends, business models, and challenges within the luxury goods market. Focusing on strategies for achieving competitive advantage, new market development, as well as the role of the media in luxury brand building, this timely reference publication is designed for use by business professionals, researchers, and graduate-level students.