The Art of Digital Marketing for Fashion and Luxury Brands

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.

1 the key drivers of perceived omnichannel service quality in fashion. - 2 omnichannel retailing and brand equity: a new balance to achieve. - 3 opinion leaders, short videos and virtual communities in the fashion industry. - 4 fashion bloggers: temperament and characteristics. - 5 online brand communities, customer participation and loyalty in the luxury fashion industry: strategic insights. - 6 maintaining a creative brand image in an omnichannel world. - 7 online brand communities and brand loyalty: toward a social influence theory. - 8 exploring the emergence of luxury smartphones and switching behavior. - 9 digital marketing in luxury fashion - from crisis to strength. - 10 The effect of social ewom on consumers behaviour patterns in the fashion sector. - 11 Online service failure and recovery strategies: examining the influences of user-generated content. - 12 Building a sustainable brand image in luxury fashion companies. - 13 Becoming digital: the need to redesign competences and skills in the fashion industry. - 14 Luxury fashion in the chinese marketplace and the new online channels: an emerging perspective. - 15 managing online touchpoints for a consistent customer experience: cases from fashion retailing. - 16 leveraging ewom on service failure recovery strategy: an insight into the brand perspective. - 17 opera as luxury in culture: the marketing impact of digitalization.