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Palgrave Advances in Luxury

Digitalization in the Luxury Fashion Industry

Strategic Branding for Millennial Consumers

Authors: Cabigiosu, Anna

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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
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  • ISBN 978-3-030-48810-9
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Hardcover $109.99
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  • ISBN 978-3-030-48809-3
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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.

About the authors

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 JournalOrganization Science, and Research Policy.

Table of contents (9 chapters)

Table of contents (9 chapters)

Buy this book

eBook $84.99
price for USA
  • ISBN 978-3-030-48810-9
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $109.99
price for USA
  • ISBN 978-3-030-48809-3
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.

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Bibliographic Information

Bibliographic Information
Book Title
Digitalization in the Luxury Fashion Industry
Book Subtitle
Strategic Branding for Millennial Consumers
Authors
Series Title
Palgrave Advances in Luxury
Copyright
2020
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
eBook ISBN
978-3-030-48810-9
DOI
10.1007/978-3-030-48810-9
Hardcover ISBN
978-3-030-48809-3
Series ISSN
2662-1061
Edition Number
1
Number of Pages
IX, 249
Number of Illustrations
2 b/w illustrations, 1 illustrations in colour
Topics

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