| Description |
1 online resource (ix, 249 pages) |
| Series |
Palgrave advances in luxury |
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Palgrave advances in luxury.
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| Contents |
Introduction -- Part I The Luxury Fashion Industry -- An Overview of the Luxury Fashion Industry -- The New Consumers of Luxury -- Part II Opportunities and Threats for the Luxury Fashion Industry -- The Omnichannel Strategy in the Fashion Industry -- "See now, buy now" -- Additive manufacturing and smart textiles -- The Business Model of the Most Growing Brand: Gucci and the Kering Group -- The Kering Group and Gucci's success -- A Comparative Analysis: Gucci, Saint Laurent, Balenciaga and Bottega Veneta -- Concluding Considerations and Directions for Future Research |
| Summary |
The luxury fashion industry is one of the best performing and fastest growing industries in todays 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 |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Online resource; title from digital title page (viewed on August 17, 2020) |
| Subject |
Fashion merchandising -- Technological innovations
|
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Luxury goods industry -- Technological innovations
|
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Industry & industrial studies.
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Sales & marketing.
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Business & management.
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Business & Economics -- Industries -- General.
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Business & Economics -- Consumer Behavior.
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Business & Economics -- Management Science.
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Business & Economics -- Marketing -- General.
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| Form |
Electronic book
|
| ISBN |
9783030488109 |
|
3030488101 |
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