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MACMILLAN Digitalization in the Luxury Fashion Industry: Strategic Branding for Millennial Consumers (Palgrave Advances in Luxury)

Amazon

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Description
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.

Product Specifications
Brand
MACMILLAN
Format
hardcover
ASIN
3030488098
Category
Books > Subjects > Politics, Philosophy & Social Sciences > Social Sciences
Domain
Amazon UK
Release Date
14 July 2020
Listed Since
23 April 2020

Barcode

No barcode data available

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