Digitalization in the Luxury Fashion Industry: Strategic Branding for Millennial

Description: Digitalization in the Luxury Fashion Industry by Anna Cabigiosu The luxury fashion industry is one of the best performing and fastest growing industries in todays business landscape, and is set to continue expanding over the next years. FORMAT Hardcover LANGUAGE English CONDITION Brand New Publisher Description The luxury fashion industry is one of the best performing and fastest growing industries in todays 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. Back Cover The luxury fashion industry is one of the best performing and fastest growing industries in todays 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. Anna Cabigiosu is Associate Professor of Strategy and Innovation Management in the Department of Management at Ca Foscari University of Venice, Italy, where she is also the Scientific Director of the Innovation, Organization and Strategy (IOS) research center and the Executive Director of the Center for Automotive and Mobility Innovation (CAMI). She also was Director of the Masters programme in Fashion Design and Management and she is vice-director of the Master in Mobility Innovation and Management. Her research has been published in various journals, including the Strategic Management Journal , Organization Science , and Research Policy. Author Biography Anna Cabigiosu is Associate Professor of Strategy and Innovation Management in the Department of Management at Ca Foscari University of Venice, Italy, where she is also the Scientific Director of the Innovation, Organization and Strategy (IOS) research center and the Executive Director of the Center for Automotive and Mobility Innovation (CAMI). She also was Director of the Masters programme in Fashion Design and Management and she is vice-director of the Master in Mobility Innovation and Management. Her research has been published in various journals, including the Strategic Management Journal, Organization Science, and Research Policy. Table of Contents Chapter 1. Introduction.- Chapter 2. An overview of the luxury fashion industry.- Chapter 3. The new consumers of luxury.- Chapter 4. The omnichannel strategy in the fashion industry.- Chapter 5. "See now buy now".- Chapter 6. Additive manufacturing and smart textiles.- Chapter 7. The Kering Group and the Guccis success.- Chapter 8. A comparative analysis: Gucci, Saint Laurent, Balenciaga and Bottega Veneta.- Chapter 9. Concluding considerations and directions for future research. Feature 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 industry Discusses and provides multiple examples of omnichannel marketing strategies Identifies the pillars of successful business models in the fashion industry Details ISBN3030488098 Author Anna Cabigiosu Series Palgrave Advances in Luxury Language English Year 2020 ISBN-10 3030488098 ISBN-13 9783030488093 Format Hardcover Subtitle Strategic Branding for Millennial Consumers Short Title Digitalization in the Luxury Fashion Industry DOI 10.1007/978-3-030-48810-9 Pages 249 Publication Date 2020-07-14 DEWEY 658.827 Publisher Springer Nature Switzerland AG Edition 1st Imprint Springer Nature Switzerland AG Place of Publication Cham Country of Publication Switzerland UK Release Date 2020-07-14 Illustrations 1 Illustrations, color; 2 Illustrations, black and white; IX, 249 p. 3 illus., 1 illus. in color. Edition Description 1st ed. 2020 Alternative 9783030488123 Audience Professional & Vocational We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:129097587;

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