eBook - ePub

The Art of Digital Marketing for Fashion and Luxury Brands

Name: The Art of Digital Marketing for Fashion and Luxury Brands
ISBN: 9783030703240

Marketspaces and Marketplaces

Wilson Ozuem,

Silvia Ranfagni,

English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

The Art of Digital Marketing for Fashion and Luxury Brands

Marketspaces and Marketplaces

Wilson Ozuem,

Silvia Ranfagni,

About this book

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.

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Yes, you can access The Art of Digital Marketing for Fashion and Luxury Brands by Wilson Ozuem,Silvia Ranfagni in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.