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The Art of Digital Marketing for Fashion and Luxury Brands

Marketspaces and Marketplaces

Wilson Ozuem editor Silvia Ranfagni editor

Format:Hardback

Publisher:Springer Nature Switzerland AG

Published:18th Jul '21

Currently unavailable, and unfortunately no date known when it will be back

The Art of Digital Marketing for Fashion and Luxury Brands cover

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.

ISBN: 9783030703233

Dimensions: unknown

Weight: 765g

447 pages