Digital Marketing Strategies for Fashion and Luxury Brands
- 11h 48m
- Wilson Ozuem, Yllka Azemi (eds)
- IGI Global
- 2018
Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market.
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. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology.
In this Book
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Designing Indulgent Interaction: Luxury Fashion, M–Commerce, and Übermensch
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Gender Fluidity in the Age of Technologically Mediated Environments: Implications for Fashion Industry
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Fast–Fashion Meets Social Networking Users: Implications for International Marketing Strategy
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Organisational and Marketing Challenges in Designing and Implementing an Omnichannel Strategy for Luxury Fashion Brands
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Online Service Failure and Recovery Strategies in Luxury Brands: A View From Justice Theory
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Digital Marketing Strategies for Luxury Cosmetics Brands: Latin America's Case – Colombia
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Omni–Channel Retailing and Perceived Service Quality
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"Exclusivity Dared": Impact of Digital Marketing on Luxury Fashion Brands
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Mirror, Mirror @ the E-Mall: On–Line Buying Intent for Luxury Clothes and Fashion Innovativeness of Gay Males
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The Lux Made in Case Study: Building Value on Luxury Digital Districts
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User–Generated Content and Consumer Purchase Intentions in the Cosmetic Industry: Social Impact Perspective
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How to Drive Brand Communication in Virtual Settings: An Analytical Approach Based on Digital Data (Consumer Brand Alignment and Social Engagement)
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Developing Compelling Online Recovery Strategies: Implications for the Fashion Clothing Industry
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Luxury Product Decision–Making Strategy: Leveraging Social Media to Create the Emotional Component of the Strategy
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Drivers, Constraints, and Consequences of Consumer–Brand Engagement in the Luxury Fashion Sector
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Social Identity Matters: Social Media and Brand Perceptions in the Fashion Apparel and Accessories Industries
