000			01602nam a22002057a 4500
999			_c4092 _d4092
005			20221201110506.0
008			221201b ||||| |||| 00| 0 eng d
020			_a9783030488123
082			_a687.0688 _bCAB
100			_aCabigiosu, Anna _99296
245			_aDigitalization in the luxury fashion industry: _bstrategic branding for millennial consumers
260			_bPalgrave _aSwitzerland _c2020
300			_a249 p.
365			_aEURO _b119.99
520			_aAbout this book The luxury fashion industry is one of the best performing and fastest growing industries in today’s 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.
650			_aManagement science _9754
650			_aMotivation research (Marketing) _910016
650			_aLuxuries--Marketing _910396
942			_2ddc _cBK