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Author : S. Saviolo
Publisher : Unknown
Page : 130 pages
File Size : 43,8 Mb
Release : 2018
Category : Business & Economics
ISBN : 8899902313
Author : Stefania Saviolo
Publisher : Egea Spa - Bocconi University Press
Page : 0 pages
File Size : 44,7 Mb
Release : 2018-10
Category : Business & Economics
ISBN : 8885486592
This volume argues that fashion and luxury brands should craft the customer experience with the same attention as they do with products, injecting creativity in all relevant touch-points. In crafting the experience, not only physical and digital touch-points will be considered but also human touch-points. However crafting is not enough if the execution is not well engineered. This book explores how fashion and luxury organizations are usually divided into sylos (design, marketing, sales) and are more product-centric then consumer-centric. To become signature, the customer journey should be the result of a new organization design and company culture enabled by three factors: data and technology, people and organizational mechanisms, and processes design and execution.
Author : Stefania Saviolo
Publisher : EGEA spa
Page : 130 pages
File Size : 45,9 Mb
Release : 2019-02-21T00:00:00+01:00
Category : Business & Economics
ISBN : 9788899902506
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.
Author : Wilson Ozuem,Silvia Ranfagni
Publisher : Springer Nature
Page : 471 pages
File Size : 46,5 Mb
Release : 2021-07-17
Category : Business & Economics
ISBN : 9783030703240
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 : Géraldine Michel,Reine Willing
Publisher : Routledge
Page : 256 pages
File Size : 49,8 Mb
Release : 2020-03-04
Category : Business & Economics
ISBN : 9781351014458
Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the process of brand collaborations and explains the key factors of success to build specific forms of collaborations between diverse partners. The Art of Successful Brand Collaborations gives tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies such as Coca-Cola, Louis Vuitton, Puma, David Beckham and Pharrell Williams. In this vivid study, the academic and practitioner author team outline deep knowledge about the advantages and economic benefits of this marketing strategy. This includes additional meaning, improvement of the brand image, attracting new customers within different target groups and the development of the brand in new markets. Filled with interviews from practitioners and vital academic and professional insights, this book is an essential guide for brand managers, professors and students to better understand and successfully implement the process of brand collaborations.
Author : Erica Corbellini,Stefania Saviolo
Publisher : Unknown
Page : 270 pages
File Size : 46,5 Mb
Release : 2009
Category : Business & Economics
ISBN : 8845315207
Author : Wilson Ozuem,Elena Patten,Yllka Azemi
Publisher : Universal-Publishers
Page : 386 pages
File Size : 42,7 Mb
Release : 2019-11-15
Category : Business & Economics
ISBN : 9781627347402
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 : Vecchi, Alessandra
Publisher : IGI Global
Page : 443 pages
File Size : 52,7 Mb
Release : 2017-03-01
Category : Business & Economics
ISBN : 9781522518662
Fashion has been steadily moving from the brick and mortar to the digital market. As such, it is increasingly vital to research new methods that will help businesses to grow and succeed in this new sphere. Advanced Fashion Technology and Operations Management is a pivotal reference source for the latest development management strategies, fashion marketing, international business, and fashion entrepreneurship. Featuring extensive coverage across a range of relevant perspectives and topics, such as online shopping behavior, digital fashion, and e-commerce, this book is ideally designed for professionals, entrepreneurs, students, and researchers.
Author : Jay Calderin
Publisher : Rockport Publishers
Page : 288 pages
File Size : 55,6 Mb
Release : 2009-12-01
Category : Design
ISBN : 9781616736750
An indispensable primer for students and first-stop reference for professionals, Form, Fit, and Fashion guides the fashion designer through the entire design process, from conceiving a garment to marketing it. This handbook collects the information and ideas essential to planning and executing fashion projects of every scale and distills them in an easy-to-use format that is compact enough to slip into a tote. Linking six central phases in the cycle of fashion—research, editing, design, construction, connection, and evolution—Form, Fit, and Fashion will help designers to develop effective strategies for building a cohesive collection and communicating their vision.
Author : Jean-Noël Kapferer,Vincent Bastien
Publisher : Kogan Page Publishers
Page : 408 pages
File Size : 55,9 Mb
Release : 2012-09-03
Category : Business & Economics
ISBN : 9780749464929
Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.
Author : Bernd Schmitt
Publisher : Now Publishers Inc
Page : 73 pages
File Size : 47,9 Mb
Release : 2011
Category : Business & Economics
ISBN : 9781601984524
Experience Marketing examines a new and exciting concept that is of interest to academics and marketing practitioners who have come to realize that understanding how consumers experience brands, and how to provide appealing brand experiences for them, is critical for differentiating their offerings in a competitive marketplace. Understanding consumer experiences is a core task for consumer research, but consumer and marketing research on experience is still emerging. Experience Marketing reviews and discusses experience research conducted in various disciplines and in sub-disciplines of marketing. The author begins with an exploration of the experience concept itself. What do we mean by "experience"? What are consumer experiences? How are they different from other established constructs in our field? Next, this monograph reviews the key concepts of experience marketing and provides empirical research findings that shed light on consumer insights on experiences. It also examines the strategic management and marketing literature on customer experience and the practical frameworks for managing experiences. Finally, it explores an exciting emerging area of research-the interface of consumer experience and happiness.
Author : S. Saviolo,G. Borney
Publisher : Unknown
Page : 188 pages
File Size : 45,7 Mb
Release : 2021
Category : Business & Economics
ISBN : 8899902755
Author : Karen Leland
Publisher : Entrepreneur Press
Page : 224 pages
File Size : 42,8 Mb
Release : 2016-06-20
Category : Business & Economics
ISBN : 9781613083390
A fundamental paradigm shift has occurred in marketing and branding. Today the most successful CEOs, executives, entrepreneurs and enterprises set their sites on developing a long-term platform instead of a short-term strategy that supports and builds buzz for their personal or business brand. That’s really the key to the new business mindset — the recognition that branding and marketing are an ongoing, steady stream of small efforts, not a series of gigantic pushes. Social media, blogging and other business development activities — both online and off — are about the persistent, ongoing process of building a platform, creating credibility and increasing the number of people that you funnel into your potential client and network pipeline. Converting those people into clients or fans may take a month, a year or two years, but the new mindset leads you to strategies that will keep that pipeline full. In short, you need to start a bunch of small fires to keep your brand burning hot. How can today’s CEOs, executives and entrepreneurs keep these fires going and powerfully get their messages across, motivate others to action and be authentic — all while simultaneously shepherding initiatives from creation to implementation in high-demand markets? CEO, executive and team branding are key factors that enable effective leaders to achieve peak performance, gain greater influence in their industries and generate increased engagement within their companies. By creating a brand (business or personal) by design instead of default, leaders and companies bring their brand promise into every interaction across the board. A personal, team or business brand is not just a single statement or a clever quip but a multilayered, congruent narrative told across multiple channels — online and off — within the organization and to the business community at large. The power is in knowing how to tell the story. The book will introduce CEOs and executives in Fortune 500 companies and entrepreneurs in SMBs to the SMG Brand Mapping Process©, a process that will guide them in creating personal, team and business brands that work in harmony and parallel with each other.
Author : Tony Hines,Margaret Bruce
Publisher : Routledge
Page : 350 pages
File Size : 42,8 Mb
Release : 2007-02-07
Category : Business & Economics
ISBN : 9781136403538
A collection of international contributions from renowned academics and practitioners from the US, UK, China, the second edition of Fashion Marketing has been completely updated, revised and expanded to reflect the major changes in the fashion industry since 2001 and covers all of the key themes and issues of the area. Key themes and areas covered include globalization, fast fashion, luxury fashion, offshoring, business-to-business, forecasting, sourcing, supply chain management, new product development, design management, logistics, range planning, color prediction, market testing, e-commerce, and strategy.
Author : Shaz Smilansky
Publisher : Kogan Page Publishers
Page : 272 pages
File Size : 53,9 Mb
Release : 2009-02-03
Category : Business & Economics
ISBN : 9780749456078
Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. The consumer does not feel any real emotional connection with these brands, and if they do buy, it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying, and fast. Brands are realising that to secure the lifetime value of their customers by gaining true customer loyalty, they must give something back. The relationships between brands and their target audiences are being revolutionized. Experiential Marketing looks at the new experiential marketing era, which focuses on giving target audiences a fabulous brand-relevant customer experience that adds value to their lives. Experiential marketing is made up of live brand experiences - two way communications between consumers and brands, which are designed to bring brand personalities to life. This book demonstrates how experiential marketing fits in with the current marketing climate, and how to go about planning, activating and evaluating it for best results. This is essential reading for both advertising and marketing practitioners, and marketing students.
