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Digitalization in the luxury fashion industry : strategic branding for millennial consumers / Anna Cabigiosu.

9783030488109 (electronic book)
3030488101 (electronic book)
3030488098
9783030488093

Cham, Switzerland : Palgrave Macmillan, [2020]

English

1 online resource.

10.1007/978-3-030-48

HD9940.A2 C33 2020

687.0688

The luxury fashion industry is one of the best performing and fastest growing industries in todays 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.

Includes bibliographical references and index.

Access limited to authorized users.

Description based on online resource; title from digital title page (viewed on August 17, 2020).

Palgrave advances in luxury.

Print version: 9783030488093

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