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The Art of Digital Marketing for Fashion and Luxury Brands

2021-07-17 Business & Economics
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Release : 2021-07-17
Genre : Business & Economics
Kind : eBook
Book Rating : 24X/5 ( reviews)

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Book Synopsis The Art of Digital Marketing for Fashion and Luxury Brands by : Wilson Ozuem

Download or read book The Art of Digital Marketing for Fashion and Luxury Brands written by Wilson Ozuem. This book was released on 2021-07-17. Available in PDF, EPUB and Kindle. Book excerpt: This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.

Luxury and Fashion Marketing

2020-12-06 Business & Economics
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Release : 2020-12-06
Genre : Business & Economics
Kind : eBook
Book Rating : 585/5 ( reviews)

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Book Synopsis Luxury and Fashion Marketing by : Satyendra Singh

Download or read book Luxury and Fashion Marketing written by Satyendra Singh. This book was released on 2020-12-06. Available in PDF, EPUB and Kindle. Book excerpt: The globalization of the world’s markets has forced luxury brands to, in turn, become global and accessible in many developing countries and emerging markets. As a result, the demand for these luxury products has increased globally, creating a need for an education in luxury that acknowledges the global perspective yet, at the same time, incorporates subtle regional nuances into luxury and fashion marketing. Keeping this global and regional perspective, Luxury and Fashion Marketing: The Global Perspective examines the elements of luxury marketing that contribute to superior luxury brand performance. Specifically, this volume focuses on mission statements, logos, airport retailing, franchising, challenges in luxury marketing, fashion relating to politics, environment, and beachwear, and case studies on luxury brands and emerging markets. Luxury and Fashion Marketing: The Global Perspective is unique in that it is written in a simple and engaging style to explain the theories and concepts of luxury in relation to the ordinary in the global context. Each chapter has to-do activities, making the book essential reading for students, trainers, and practitioners interested in luxury and fashion marketing and management.

Luxury Fashion Branding

2016-01-18 Business & Economics
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Release : 2016-01-18
Genre : Business & Economics
Kind : eBook
Book Rating : 888/5 ( reviews)

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Book Synopsis Luxury Fashion Branding by : U. Okonkwo

Download or read book Luxury Fashion Branding written by U. Okonkwo. This book was released on 2016-01-18. Available in PDF, EPUB and Kindle. Book excerpt: This groundbreaking fashion branding and management text brings an analytical business dimension to the marketing and corporate techniques of the luxury fashion goods industry. It will make engaging reading for anyone who wishes to learn about the captivating business of turning functional products into objects of desire.

Digital Marketing Strategies for Fashion and Luxury Brands

2017-10-31 Business & Economics
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Release : 2017-10-31
Genre : Business & Economics
Kind : eBook
Book Rating : 986/5 ( reviews)

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Book Synopsis Digital Marketing Strategies for Fashion and Luxury Brands by : Ozuem, Wilson

Download or read book Digital Marketing Strategies for Fashion and Luxury Brands written by Ozuem, Wilson. This book was released on 2017-10-31. Available in PDF, EPUB and Kindle. Book excerpt: Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market. Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology.

The Luxury Strategy

2012-09-03 Business & Economics
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Release : 2012-09-03
Genre : Business & Economics
Kind : eBook
Book Rating : 925/5 ( reviews)

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Book Synopsis The Luxury Strategy by : Jean-Noël Kapferer

Download or read book The Luxury Strategy written by Jean-Noël Kapferer. This book was released on 2012-09-03. Available in PDF, EPUB and Kindle. Book excerpt: Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.

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