Digital Transformation for Fashion and Luxury Brands

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 International License via Springer Link.

A comprehensive reference to students, researchers and brand managers Extends the reader's knowledge beyond traditional marketing tools and concepts Covers topics such as VR, AI, social media and blockchain

Autorentext

Wilson Ozuem teaches and supervises research projects in a number of UK universities, including Anglia Ruskin University, City University of London, Warwick University, University of Birmingham and the University of Cumbria. His specific research interest is understanding the impacts of emerging computer-mediated marketing environments (CMMEs) on the fashion industry. Professor Ozuem is acknowledged as one of the international leaders in the study of digital marketing and multichannel retailing. His research has been published in key journals, including the European Journal of Marketing, Journal of Business Research, and many others.

Silvia Ranfagni is Associate Professor of Marketing at the Department of Economics and Management at the University of Florence, Italy. Her research interests include innovation, internationalization, and brand management with special reference to the fashion and cultural industry. She has participated ininternational marketing conferences and has published in national and international journals such as Journal of Fashion Marketing and Management, Management Decision, European Journal of Marketing, Journal of Business Research, and Journal of Interactive Marketing.

Michelle Willis PhD is a lecturer of digital marketing at London Metropolitan University. Her doctorate is focused on customer loyalty and engagement within online brand communities. Her research lies in emerging technologies, particularly the interface between social networking sites and the development of marketing programmes. Several of her articles have been published in the journals Psychology & Marketing, Information Technology & People and Qualitative Market Research, and were presented at the American Marketing Association conference and the European Marketing Academy conference.

Inhalt
Part 1: Foundations of digital transformation .- Chapter 1 : Artificial intelligence and predictive analytics: towards a praxis of personalised shopping experiences'.-Chapter 2: Blockchain: technology transforming the fashion industry'.- Chapter 3 : Consumer brand engagement through chatbots.- Chapter 4 : From disruption to absorptive capacity: The life cycle of digital marketing innovation for luxury businesses.- Chapter 5 : Augmented reality (AR) in retailing: customers' experience in luxury fashion.- Chapter 6 : Short video adverts: a modern and virtual form of advertising.- Part 2: Scope and application.- Chapter 7 : The right tool for the job: identifying relevant touchpoints to achieve seamlessness in the fashion sector.- Chapter 8 : Influencer marketing and consumer behaviour: insights into the effectiveness of fashion influencers' sponsored content on Instagram.- Chapter 9 : Celebrities, social media influencers and reference groups.- Chapter 10 : The customer experience with fashion sale robots: a psycho-interpretative framework.- Chapter 11 : Enterprise social media and digital creativity for fashion brands.- Chapter 12 : The distributed creative brand image: integrating digital influencer collaboration into omnichannel marketing.- Chapter 13 : Strategies for greening the fashion supply chain.- Part 3: Strategies and techniques.- Chapter 14: Heritage communication on social media in the luxury brand market: the 4-H factors framework.- Chapter 15 : Customer-brand interactions and service failure recovery.- Chapter 16 : Globalisation versus deglobalisation in the fashion industry.- Chapter 17 : Ethical consumption and self-authenticity in a second-hand luxury fashion industry online platform: a conceptual model of interpretation'.- Chapter 18 : High-luxury coffee brands: a comparative analysis of digital communication on luxury andsustainability dimensions.- Chapter 19 : Smartphones and digital customer's journey.-Chapter 20: Fashion and Gamification.-C hapter 21 : Transition of competences in the digital fashion industry: organisations and facilitation tools.-