Name: Digitalization in the Luxury Fashion Industry: Strategic Branding for Millennial Consumers (en Inglés)
Price: 396.75 PEN
Availability: InStock
Author: Cabigiosu, Anna
ISBN: 9783030488123

portada Digitalization in the Luxury Fashion Industry: Strategic Branding for Millennial Consumers (en Inglés)

Digitalization in the Luxury Fashion Industry: Strategic Branding for Millennial Consumers (en Inglés)

Formato

Libro Físico

Autor

Anna Cabigiosu

Editorial

Palgrave MacMillan

Idioma

Inglés

N° páginas

249

Encuadernación

Tapa Blanda

Dimensiones

21.0 x 14.8 x 1.5 cm

Peso

0.34 kg.

ISBN13

9783030488123

Categorías

Economía conductista/conductual
Ventas y marketing
Industria y estudios industriales

Digitalization in the Luxury Fashion Industry: Strategic Branding for Millennial Consumers (en Inglés)

Anna Cabigiosu (Autor) · Palgrave MacMillan · Tapa Blanda

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Reseña del libro "Digitalization in the Luxury Fashion Industry: Strategic Branding for Millennial Consumers (en Inglés)"

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.