Digital Transformation for Fashion and Luxury Brands: Theory and Practice

Willis, Michelle, Ranfagni, Silvia, Ozuem, Wilson

This book re-evaluates the diffusion and positioning of fashion and luxury brands following the impact and disruption of digital transformations, particularly on existing omni-channel models and touchpoints and consumer behaviours. By exploring the importance of digital transformation and discussing the benefits and challenges it has created for the fashion industry, this book provides insights into the role of various digital technologies, systems and strategies in generating and maintaining brand value and equity, customer engagement and experiences and connecting the marketplace and marketspace.  Chapters 2 and 16 are available open access under a Creative Commons Attribution 4.0 International License via Springer Link.

EAN

9783031355882

Publisher

Palgrave Macmillan

Published

17 April 2024

Pages

480