Digital Transformation for Fashion and Luxury Brands: Theory and Practice

Digital Transformation for Fashion and Luxury Brands: Theory and Practice
by: Wilson Ozuem (Editor),Silvia Ranfagni(Editor),Michelle Willis(Editor)&0more
Publisher:Palgrave Macmillan
Publication Date: 17 April 2024
Language:English
Print Length:523 pages
ISBN-10:3031355881
ISBN-13:9783031355882
Book Description
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. Chapter 16 is available open access under a Creative Commons Attribution 4.0 International License via Springer Link.
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