| 书目名称 | Digitalization in the Luxury Fashion Industry |
| 副标题 | Strategic Branding f |
| 编辑 | Anna Cabigiosu |
| 视频video | |
| 概述 | Seeks a broader understanding of the drivers of internal growth for luxury fashion brands in the digital era.Explores new opportunities and threats correlated with digitalization in the luxury fashion |
| 丛书名称 | Palgrave Advances in Luxury |
| 图书封面 |  |
| 描述 | 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.. |
| 出版日期 | Book 2020 |
| 关键词 | marketing; fashion industry; branding; consumer behaviour; millennial; retail; heritage; innovation; Chinese |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-030-48810-9 |
| isbn_softcover | 978-3-030-48812-3 |
| isbn_ebook | 978-3-030-48810-9Series ISSN 2662-1061 Series E-ISSN 2662-107X |
| issn_series | 2662-1061 |
| copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerl |
发表于 2025-3-21 17:48:23
