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Digitalization in the luxury fashion...

Cabigiosu, Anna.

Digitalization in the luxury fashion industrystrategic branding for millennial consumers /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Digitalization in the luxury fashion industryby Anna Cabigiosu.
Reminder of title:	strategic branding for millennial consumers /
Author:	Cabigiosu, Anna.
Published:	Cham :Springer International Publishing :2020.
Description:	ix, 249 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
Subject:	Fashion merchandisingTechnological innovations.
Online resource:	https://doi.org/10.1007/978-3-030-48810-9
ISBN:	9783030488109$q(electronic bk.)

Digitalization in the luxury fashion industrystrategic branding for millennial consumers /
Cabigiosu, Anna.

Digitalization in the luxury fashion industrystrategic branding for millennial consumers /[electronic resource] :by Anna Cabigiosu. - Cham :Springer International Publishing :2020. - ix, 249 p. :ill., digital ;24 cm. - Palgrave advances in luxury,2662-1061. - Palgrave advances in luxury..

Chapter 1. Introduction -- Chapter 2. An overview of the luxury fashion industry -- Chapter 3. The new consumers of luxury -- Chapter 4. The omnichannel strategy in the fashion industry -- Chapter 5. "See now buy now" -- Chapter 6. Additive manufacturing and smart textiles -- Chapter 7. The Kering Group and the Gucci's success -- Chapter 8. A comparative analysis: Gucci, Saint Laurent, Balenciaga and Bottega Veneta -- Chapter 9. Concluding considerations and directions for future research.

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. Anna Cabigiosu is Associate Professor of Strategy and Innovation Management in the Department of Management at Ca' Foscari University of Venice, Italy, where she is also the Scientific Director of the Innovation, Organization and Strategy (IOS) research center and the Executive Director of the Center for Automotive and Mobility Innovation (CAMI) She also was Director of the Master's programme in Fashion Design and Management and she is vice-director of the Master in Mobility Innovation and Management. Her research has been published in various journals, including the Strategic Management Journal, Organization Science, and Research Policy.

ISBN: 9783030488109$q(electronic bk.)

Standard No.: 10.1007/978-3-030-48810-9doiSubjects--Topical Terms:

873921
Fashion merchandising
--Technological innovations.

LC Class. No.: HD9940.A2 / C335 2020

Dewey Class. No.: 687.0688

Digitalization in the luxury fashion industrystrategic branding for millennial consumers /
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520 $a 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. Anna Cabigiosu is Associate Professor of Strategy and Innovation Management in the Department of Management at Ca' Foscari University of Venice, Italy, where she is also the Scientific Director of the Innovation, Organization and Strategy (IOS) research center and the Executive Director of the Center for Automotive and Mobility Innovation (CAMI) She also was Director of the Master's programme in Fashion Design and Management and she is vice-director of the Master in Mobility Innovation and Management. Her research has been published in various journals, including the Strategic Management Journal, Organization Science, and Research Policy.
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