The Art of Digital Marketing for Fashion and Luxury Brands: Marketspaces and Marketplaces

The Art of Digital Marketing for Fashion and Luxury Brands: Marketspaces and Marketplaces – Ebook Instant Download/Delivery ISBN(s): 9783030703233,3030703231,9783030703240, 303070324X

Product detail:

• ISBN 10: 303070324X
• ISBN 13: 9783030703240
• Author: Wilson Ozuem, Silvia Ranfagni

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.

Table of contents:

1. Part I. The Question of Marketspace and Marketplace
2. 1. The Key Drivers of Perceived Omnichannel Service Quality in Fashion
3. 2. Omnichannel Retailing and Brand Equity: A New Balance to Achieve
4. 3. Opinion Leaders, Short Videos and Virtual Communities in the Fashion Industry
5. 4. Fashion Bloggers: Temperament and Characteristics
6. Part II. Online Brand Communities and Customer Relationships
7. 5. Online Brand Communities, Customer Participation and Loyalty in the Luxury Fashion Industry: Strategic Insights
8. 6. Maintaining a Creative Brand Image in an Omnichannel World
9. 7. Online Brand Communities and Brand Loyalty: Toward a Social Influence Theory
10. 8. Exploring the Emergence of Luxury Smartphones and Switching Behaviour
11. 9. Digital Marketing in Luxury Fashion: From Crisis to Strength
12. 10. The Effect of Social EWOM on Consumers’ Behaviour Patterns in the Fashion Sector
13. 11. Online Service Failure and Recovery Strategies: Examining the Influences of User-Generated Content
14. 12. Building a Sustainable Brand Image in Luxury Fashion Companies
15. Part III. Complexities and Possibilities: Tactics and Strategies
16. 13. Becoming Digital: The Need to Redesign Competences and Skills in the Fashion Industry
17. 14. Luxury Fashion in the Chinese Marketplace and the New Online Channels: An Emerging Perspective
18. 15. Managing Online Touchpoints for a Consistent Customer Experience: Cases from Fashion Retailing
19. 16. Leveraging EWOM on Service Failure Recovery Strategy: An Insight into the Brand Perspective
20. 17. Opera as Luxury in Culture: The Marketing Impact of Digitalization

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