Digitalization in the Luxury Fashion Industry: Strategic Branding for Millennial Consumers (Palgrave Advances in Luxury) - Image 1

£88.71

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

Name: Digitalization in the Luxury Fashion Industry: Strategic Branding for Millennial Consumers (Palgrave Advances in Luxury)
Brand: MACMILLAN
Price: 88.71 GBP
Availability: InStock

Management Science

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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 > Business, Finance & Law > Management > Management Science
Domain: Amazon UK
Release Date: 14 July 2020
Listed Since: 23 April 2020

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

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