The Art Of Digital Marketing For Fashion And Luxury Brands

Author : Wilson Ozuem,Silvia Ranfagni
Publisher : Springer Nature
Page : 471 pages
File Size : 44,9 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 : Wilson Ozuem
Publisher : Springer Nature
Page : 508 pages
File Size : 40,8 Mb
Release : 2024-06-15
Category : Electronic
ISBN : 9783031355899

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Digital Transformation for Fashion and Luxury Brands by Wilson Ozuem Pdf

Author : Wilson Ozuem,Yllka Azemi
Publisher : Unknown
Page : 128 pages
File Size : 45,8 Mb
Release : 2018
Category : Fashion merchandising
ISBN : 1786846373

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Digital Marketing Strategies for Fashion and Luxury Brands by Wilson Ozuem,Yllka Azemi Pdf

Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products.

Author : Wilson Ozuem,Michelle Willis
Publisher : Springer Nature
Page : 259 pages
File Size : 41,8 Mb
Release : 2022-03-21
Category : Business & Economics
ISBN : 9783030944445

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Digital Marketing Strategies for Value Co-creation by Wilson Ozuem,Michelle Willis Pdf

Online brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement. For an online brand community to be successful, it should allow members to feel a connection to the brand and with other members while forming a disconnection from those not belonging to the community. It should also have rituals and traditions that join members together over a revered commonality, and moral responsibility in contributing to the community. Indeed, brands play active roles in securing degrees of activity in OBCs’ through content that offers members the quality of engagement they seek. This book focuses on contemporary digital marketing issues in OBCs, offering a comprehensive examination of consumers’ response to active engagement in such communities. It discusses how brands can tap into the various levels of participation, engagement and online conversations in the development of marketing strategy and ultimately examines how an online brand community strengthens value co-creation. Balancing theory with practical approaches, this book gives serious treatment to an important yet until now overlooked area of digital marketing strategy, providing an important resource for scholars, students and practitioners.

Author : Nadzeya Sabatini,Teresa Sádaba,Alessandro Tosi,Veronica Neri,Lorenzo Cantoni
Publisher : Springer Nature
Page : 320 pages
File Size : 50,8 Mb
Release : 2023-08-08
Category : Business & Economics
ISBN : 9783031385414

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Fashion Communication in the Digital Age by Nadzeya Sabatini,Teresa Sádaba,Alessandro Tosi,Veronica Neri,Lorenzo Cantoni Pdf

This is an open access book. FACTUM Conference proceedings are the output of one of the few academic events of its nature happening globally, researching fashion communication from different angles and perspectives. It includes contributions from scholars studying communication and marketing, management, digital transformation, and cultural heritage, among other disciplines. This book presents papers from the third bi-annual Conference, which aims to become the major reference point in the field. These proceedings seek to promote theoretical and empirical interdisciplinary work on how various communication practices impact both the fashion industry and societal fashion-related practices and values. With these proceedings, several objectives are aimed to be achieved, namely: - to establish and consolidate an international and interdisciplinary network of scholars in the field of fashion communication; - to share methodological approaches; - to expand the dialogue between communications studies and fashion-related disciplines; - to encourage junior researchers to pursue their scientific interests in this field. Finally, the book can be used by professionals in the field of fashion communication and marketing, who are eager to access sound research in a field that is developing very fast due to its digital transformation.

Author : Amanda Sikarskie
Publisher : Routledge
Page : 211 pages
File Size : 52,6 Mb
Release : 2020-11-22
Category : Design
ISBN : 9781000259681

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Storytelling in Luxury Fashion by Amanda Sikarskie Pdf

This book examines the ways in which luxury fashion brands use their heritage in their digital storytelling and marketing. With chapters from authors in China and Macau (PRC), India, Romania, Turkey, the United Kingdom, and the United States, covering British, Chinese, French, Japanese, Indian, Italian, and Turkish brands, this truly global collection is the first book of its kind devoted solely to the emerging study of digital heritage storytelling. This method of reaching potential consumers and perpetuating brand identity is a hugely important factor in the marketing of luxury brands and has yet to be studied comprehensively. The book will be of interest to scholars working in fashion studies, fashion history, design history, design studies, digital humanities, and fashion marketing.

Author : Andrea Runfola,Matilde Milanesi,Simone Guercini
Publisher : Springer Nature
Page : 208 pages
File Size : 48,5 Mb
Release : 2021-12-08
Category : Business & Economics
ISBN : 9783030887551

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Internationalization of Luxury Fashion Firms by Andrea Runfola,Matilde Milanesi,Simone Guercini Pdf

Internationalization is an essential component of the business model for luxury fashion companies. Hence, regardless of their size, luxury firms have to develop in foreign markets to seek global demand, build a global image, and manage distribution and communications effectively. Filling a gap in current literature, this book examines the motives, processes, and forms assumed for the internationalization of luxury fashion companies and the relationship between internationalization and business models, with a focus on small and medium-sized enterprises (SMEs) and the specific challenges they face. The book proposes cases of Italian SMEs, being Italy a country that is globally recognized as a key player in the luxury fashion industry. Specifically, the authors link internationalization with business models and discuss the business model of luxury fashion SMEs, characterized by "genetic internationalization". Finally, the authors address the main theoretical and managerial implications emerging from their empirical research and discuss the applicability of this model to luxury companies in general. Offering a comprehensive and in-depth view of luxury fashion SMEs, this book is targeted to students, scholars and practitioners interested in luxury firms, internationalization, and business models.

Author : Canh Thien Dang,Javier Cifuentes-Faura,Xiaolong Li
Publisher : Springer Nature
Page : 1874 pages
File Size : 47,8 Mb
Release : 2023-10-07
Category : Political Science
ISBN : 9789819964413

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Proceedings of the 2nd International Conference on Business and Policy Studies by Canh Thien Dang,Javier Cifuentes-Faura,Xiaolong Li Pdf

This proceedings volume contains papers accepted by the 2nd International Conference on Business and Policy Studies (CONF-BPS 2023), which are carefully selected and reviewed by professional reviewers from corresponding research fields and the editorial team of the conference. This volume presents the latest research achievements, inspirations, and applications in applied economy, finance, enterprise management, public administration, and policy studies. CONF-BPS 2023 was a hybrid conference that includes several workshops (offline and online) around the world in Cardiff (Jan, 2023), London(Feb, 2023) and Sydney (Feb, 2023). Prof. Canh Thien Dang from King's College London, Prof. Arman Eshraghi from Cardiff Business School, and Prof. Kristle Romero Cortés from UNSW Business School have chaired those offline workshop.

Author : Clare Harris
Publisher : Bloomsbury Publishing
Page : 217 pages
File Size : 41,6 Mb
Release : 2020-08-06
Category : Design
ISBN : 9781350193789

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The Fundamentals of Digital Fashion Marketing by Clare Harris Pdf

The Fundamentals of Digital Fashion Marketing introduces and explores contemporary digital marketing practices within the fashion industry. Clare Harris clearly explains key digital marketing strategies and examines and illustrates their role in fashion through exciting and memorable industry examples. Marketing practices covered include online marketing, social media, video, mobile technologies, in-store technologies, augmented reality and digital spaces. The text features interviews and case studies from some of fashion's biggest brands and most cutting-edge marketing companies, while also promoting active learning through engaging activities and exercises. This all combines to create a book that will inform, stimulate and inspire the next generation of creative marketers.

Author : Wided Batat
Publisher : SAGE
Page : 340 pages
File Size : 44,5 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 : U. Okonkwo
Publisher : Springer
Page : 481 pages
File Size : 52,7 Mb
Release : 2016-01-18
Category : Business & Economics
ISBN : 9780230590885

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Luxury Fashion Branding by U. Okonkwo Pdf

This groundbreaking fashion branding and management text brings an analytical business dimension to the marketing and corporate techniques of the luxury fashion goods industry. It will make engaging reading for anyone who wishes to learn about the captivating business of turning functional products into objects of desire.

Author : S.M. Riad Shams,Demetris Vrontis,Yaakov Weber,Evangelos Tsoukatos,Lea Iaia
Publisher : Taylor & Francis
Page : 232 pages
File Size : 48,6 Mb
Release : 2023-06-30
Category : Business & Economics
ISBN : 9781000902600

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Technology, Business and Sustainable Development by S.M. Riad Shams,Demetris Vrontis,Yaakov Weber,Evangelos Tsoukatos,Lea Iaia Pdf

Triple bottom line (TBL or 3BL) was coined as a wide and inspiring approach for businesses aimed at understanding how to create, track, and manage economic, social, and environmental values added. The sustainability sector is strongly increasing its relevance among academics and practitioners, and the market opportunities associated with the sustainable development goals (SDGs) are estimated at over $12 trillion per year by 2030. Although this is a promising context, a recent article suggested a rethinking of the TBL, arguing that sustainability goals’ value should not be assessed in terms of profit and loss but of people well-being and planet health, looking for a societal profit. Technology plays a crucial role in our society. Respectively, the Agenda 21 and the Paris Agreement consider technology to be essential in the pursuit of sustainable development and the achievement of the SDGs. Adding to this, the Covid-19 pandemic has accelerated the adoption of digital solutions in several fields, from the way of working to the way of buying and consuming. Companies are becoming more aware of the responsibility they have within environmental and human contexts, and people are looking for work reflecting their values and purposes to motivate them. This book aims to contribute to the understanding of the role of technology and its emerging and innovative solutions in the achievement of sustainable development while making a profit. It will be of value to researchers, academics, practitioners, and students in the fields of strategic management, entrepreneurship, management of technology and innovation, and sustainable development.

Author : Wilson Ozuem,Elena Patten,Yllka Azemi
Publisher : Universal-Publishers
Page : 386 pages
File Size : 48,8 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 : Kumar, Jeetesh,Arora, Manpreet,Erkol Bayram, Gül
Publisher : IGI Global
Page : 351 pages
File Size : 48,5 Mb
Release : 2024-04-05
Category : Computers
ISBN : 9798369358702

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Exploring the Use of Metaverse in Business and Education by Kumar, Jeetesh,Arora, Manpreet,Erkol Bayram, Gül Pdf

Navigating the complexities of the metaverse presents a significant challenge in the rapidly evolving landscapes of business and education. As enterprises seek innovative ways to engage customers in virtual environments and educators explore new avenues for immersive learning experiences, having a comprehensive understanding and guidance is immeasurably valuable. However, the need for more literature addressing these emerging fields leaves a gap in knowledge and practice. Exploring the Use of Metaverse in Business and Education fills this void by providing a structured framework for studying the multifaceted dimensions of the metaverse. Edited by experts in their respective fields, each chapter of the book offers insights into foundational technologies, cutting-edge academic research, practical applications, and challenges ahead. This comprehensive approach equips readers with the knowledge and tools to navigate the metaverse confidently. By addressing the metaverse's current state and future potential, the book enables businesses to leverage this transformative technology for marketing, branding, and e-commerce. It also provides educators with strategies for creating immersive virtual learning environments and enhancing student engagement.

Author : Anna Cabigiosu
Publisher : Springer Nature
Page : 252 pages
File Size : 41,9 Mb
Release : 2020-07-13
Category : Business & Economics
ISBN : 9783030488109

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Digitalization in the Luxury Fashion Industry by Anna Cabigiosu Pdf

The luxury fashion industry is one of the best performing and fastest growing industries in today’s business landscape, and is set to continue expanding over the next years. Exploring the effects of digitalization, this book aims to increase our understanding of the key drivers of internal growth and competitiveness in luxury fashion firms. With a focus on the development of new brand strategies brought about by digitalization, the author outlines the need for business models to be redesigned in order to make use of social media and satisfy Millennial consumers. Offering case studies on leading luxury fashion brands, this timely book evaluates new digital technologies and strategies including omnichannel marketing, 3D printing and smart textiles. A must-read for those researching digital marketing and branding, as well as luxury or fashion management, this book provides a much-needed and up-to-date analysis of a successful and digitally aware industry.