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Digitalization in the Luxury Fashion Industry

Strategic Branding for Millennial Consumers

  • Book
  • © 2020

Overview

Authors:
  1. Anna Cabigiosu

    1. Department of Management, Ca' Foscari University, Venice, Italy

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  • 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

Part of the book series: Palgrave Advances in Luxury (PAAL)

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Table of contents (9 chapters)

  1. Front Matter

    Pages i-ix
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  2. Introduction

    • Anna Cabigiosu
    Pages 1-6

  3. The Luxury Fashion Industry

    1. Front Matter

      Pages 7-7
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    2. An Overview of the Luxury Fashion Industry

      • Anna Cabigiosu
      Pages 9-31

    3. The New Consumers of Luxury

      • Anna Cabigiosu
      Pages 33-67

  4. Opportunities and Threats for the Luxury Fashion Industry

    1. Front Matter

      Pages 69-69
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    2. The Omnichannel Strategy in the Fashion Industry

      • Anna Cabigiosu
      Pages 71-101

    3. “See Now Buy Now”

      • Anna Cabigiosu
      Pages 103-132

    4. Additive Manufacturing and Smart Textiles

      • Anna Cabigiosu
      Pages 133-171

  5. The Business Model of the Most Growing Brand: Gucci and the Kering Group

    1. Front Matter

      Pages 173-173
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    2. The Kering Group and Gucci’s Success

      • Anna Cabigiosu
      Pages 175-202

    3. A Comparative Analysis: Gucci, Saint Laurent, Balenciaga and Bottega Veneta

      • Anna Cabigiosu
      Pages 203-236

    4. Concluding Considerations and Directions for Future Research

      • Anna Cabigiosu
      Pages 237-244

  6. Back Matter

    Pages 245-249
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Keywords

About 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.

Authors and Affiliations

  • Department of Management, Ca' Foscari University, Venice, Italy

    Anna Cabigiosu

About the author

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 Master's 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.

Bibliographic Information

  • Book Title: Digitalization in the Luxury Fashion Industry

  • Book Subtitle: Strategic Branding for Millennial Consumers

  • Authors: Anna Cabigiosu

  • Series Title: Palgrave Advances in Luxury

  • DOI: https://doi.org/10.1007/978-3-030-48810-9

  • Publisher: Palgrave Macmillan Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020

  • Hardcover ISBN: 978-3-030-48809-3Published: 14 July 2020

  • Softcover ISBN: 978-3-030-48812-3Published: 14 July 2021

  • eBook ISBN: 978-3-030-48810-9Published: 13 July 2020

  • Series ISSN: 2662-1061

  • Series E-ISSN: 2662-107X

  • Edition Number: 1

  • Number of Pages: IX, 249

  • Number of Illustrations: 2 b/w illustrations, 1 illustrations in colour

  • Topics: Marketing, Industries, Consumer Behavior, Business and Management, general

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