Wilson Ozuem,
Silvia Ranfagni,
Michelle Willis
Digital Transformation for Fashion and Luxury Brands
Theory and Practice
Gebonden Engels 2024 9783031355882Verwachte levertijd ongeveer 9 werkdagen
Samenvatting
This book re-evaluates the diffusion and positioning of fashion and luxury brands following the impact and disruption of digital transformations, particularly on existing omni-channel models and touchpoints and consumer behaviours. By exploring the importance of digital transformation and discussing the benefits and challenges it has created for the fashion industry, this book provides insights into the role of various digital technologies, systems and strategies in generating and maintaining brand value and equity, customer engagement and experiences and connecting the marketplace and marketspace.
Chapter 16 is available open access under a Creative Commons Attribution 4.0 International License via Springer Link.
Specificaties
ISBN13:9783031355882
Taal:Engels
Bindwijze:gebonden
Uitgever:Springer International Publishing
Hoofdrubriek:
Lezersrecensies
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Inhoudsopgave
Part 1: Foundations of digital transformation.- Chapter 1: Artificial intelligence and predictive analytics: towards a praxis of personalised shopping experiences’.-Chapter 2: Blockchain: technology transforming the fashion industry’.-Chapter 3: Consumer brand engagement through chatbots.-Chapter 4: From disruption to absorptive capacity: The life cycle of digital marketing innovation for luxury businesses.-Chapter 5: Augmented reality (AR) in retailing: customers’ experience in luxury fashion.-Chapter 6: Short video adverts: a modern and virtual form of advertising.-Part 2: Scope and application.-Chapter 7: The right tool for the job: identifying relevant touchpoints to achieve seamlessness in the fashion sector.-Chapter 8: Influencer marketing and consumer behaviour: insights into the effectiveness of fashion influencers’ sponsored content on Instagram.-Chapter 9: Celebrities, social media influencers and reference groups.-Chapter 10: The customer experience with fashion sale robots: a psycho-interpretative framework.-Chapter 11: Enterprise social media and digital creativity for fashion brands.-Chapter 12: The distributed creative brand image: integrating digital influencer collaboration into omnichannel marketing.-Chapter 13: Strategies for greening the fashion supply chain.-Part 3: Strategies and techniques.-Chapter 14: Heritage communication on social media in the luxury brand market: the 4-H factors framework.-Chapter 15: Customer-brand interactions and service failure recovery.-Chapter 16: Globalisation versus deglobalisation in the fashion industry.-Chapter 17: Ethical consumption and self-authenticity in a second-hand luxury fashion industry online platform: a conceptual model of interpretation’.-Chapter 18: High-luxury coffee brands: a comparative analysis of digital communication on luxury andsustainability dimensions.-Chapter 19: Smartphones and digital customer’s journey.-Chapter 20: Fashion and Gamification.-Chapter 21: Transition of competences in the digital fashion industry: organisations and facilitation tools.-
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan
