Digital Transformation for Fashion and Luxury Brands:Theory and Practice

by: Wilson Ozuem (Editor),Silvia Ranfagni(Editor),Michelle Willis(Editor)&0more

Publisher: Palgrave Macmillan

Publication Date: 17 April 2024

Language: English

Print Length: 523 pages

ISBN-10: 3031355881

ISBN-13: 9783031355882

Book Description

This book re-evaluates the diffusion and positioning of fashion and luxury brands following the impact and disruption of digital transformations, particularly on existing omni-channel models and touchpoints and consumer behaviours. By exploring the importance of digital transformation and discussing the benefits and challenges it has created for the fashion industry, this book provides insights into the role of various digital technologies, systems and strategies in generating and maintaining brand value and equity, customer engagement and experiences and connecting the marketplace and marketspace. Chapter 16 is available open access under a Creative Commons Attribution 4.0 Inteational License via Springer Link.

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