The Art of Digital Marketing for Fashion and Luxury Brands

Marketspaces and Marketplaces

Editors: Ozuem, Wilson, Ranfagni, Silvia (Eds.)

Free Preview
  • Highlights development of digital marketing strategies used by fashion and luxury brands
  • Outlines emerging approaches in the management of online and offline markets
  • Reveals how fashion brand managers can combine physical and digital marketing activities to successfully build brands
see more benefits

Buy this book

eBook $119.00
price for USA
  • ISBN 978-3-030-70324-0
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $159.99
price for USA
  • ISBN 978-3-030-70323-3
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
About this book

This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories.

The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement.

An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.

About the authors

Wilson Ozuem teaches and supervises research projects in a number of UK universities, including City, University of London, Warwick University, University of Birmingham and the University of Cumbria. His general area of expertise lies in digital marketing and fashion marketing. His specific research interest is understanding the impacts of emerging computer-mediated marketing environments (CMMEs) on the fashion industry. Professor Ozuem is acknowledged as one of the international leaders in the study of digital marketing and multichannel retailing. His research has been published in key journals, including the European Journal of Marketing, Journal of Business Research, Information Technology & People, Psychology & Marketing, and many others.

Silvia Ranfagni is Associate Professor of Marketing at the Department of Economics and Management at the University of Florence, Italy. Her research interests include innovation, internationalization, and brand management with special reference to the fashion and cultural industry. She has participated in international marketing conferences, and has published in national and international journals such as Journal of Fashion Marketing and Management, Management Decision, European Journal of Marketing, Journal of Consumer Behaviour, Journal of Business Research, and Journal of Interactive Marketing

Reviews

The digital revolution has forever changed the way people shop. The growing spread of smartphones, tablets and wearable technologies has generated new shopping habits. Consumers are increasingly experiencing a double life, analogue and digital, and are influenced not only by traditional media but also by social media. This has configured numerous challenges for fashion and luxury companies, which today are also grappling with the consequences of the Covid 19 pandemic, which have further modified models for evaluating, purchasing and receiving products. This book presents in an interesting and critical way all the crucial issues that companies in the sector must face in order to ensure an economically sustainable business. (Elena Cedrola, Professor of Marketing and Management, University of Macerata, Italy)

 

The book introduces the theory and application of digital marketing and is a must-read for practitioners and researchers in the fashion and luxury industry. The book helps to understand the latest trends in the marketing of fashion and luxury brands. It will benefit most readers and students.

Professor Xiaoting Zheng, Dean of the School of Electronic Commerce at Jiujiang University

 

The difference between conventional and luxury brands is, that the latter master the art of building and maintaining deeply emotional relationships with their clients, based on unique, socially distinctive, holistic and memorable experiences. In times, when these experiences are happening in computer-mediated environments to an increasing extent and relationships are cultivated through multiple touchpoints, both online and offline, it is important to revisit the role, conceptualization and management of the fashion and luxury brand. By exploring the conceptual linkages between marketplace and marketspace, this book makes an important contribution to luxury and fashion management literature and provides relevant insight to academics and practitioners alike. (Professor Fabio Duma, Founder & President of Orbis Excellentiae; Principal at Luxury Observatory; Head Competence Team Luxury Management at Zurich University of Applied Sciences, School of Management and Law (ZHAW SML), Switzerland.


Table of contents (17 chapters)

Table of contents (17 chapters)
  • The Key Drivers of Perceived Omnichannel Service Quality in Fashion

    Pages 3-30

    Patten, Elena

  • Omnichannel Retailing and Brand Equity: A New Balance to Achieve

    Pages 31-49

    Becagli, Claudio (et al.)

  • Opinion Leaders, Short Videos and Virtual Communities in the Fashion Industry

    Pages 51-79

    Chen, Peng

  • Fashion Bloggers: Temperament and Characteristics

    Pages 81-104

    Bowen, Gordon (et al.)

  • Online Brand Communities, Customer Participation and Loyalty in the Luxury Fashion Industry: Strategic Insights

    Pages 107-129

    Ozuem, Wilson (et al.)

Buy this book

eBook $119.00
price for USA
  • ISBN 978-3-030-70324-0
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $159.99
price for USA
  • ISBN 978-3-030-70323-3
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
Loading...

Bibliographic Information

Bibliographic Information
Book Title
The Art of Digital Marketing for Fashion and Luxury Brands
Book Subtitle
Marketspaces and Marketplaces
Editors
  • Wilson Ozuem
  • Silvia Ranfagni
Copyright
2021
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
eBook ISBN
978-3-030-70324-0
DOI
10.1007/978-3-030-70324-0
Hardcover ISBN
978-3-030-70323-3
Edition Number
1
Number of Pages
XLIV, 447
Number of Illustrations
11 b/w illustrations
Topics