Overview
- Provides implications for practice, specifically the steps that marketing and brand managers and practitioners can take
- Contains numerous case studies showcasing digital strategies in the fashion and luxury industry
- Gives recommendations for research and practice for fashion and luxury brand digital strategies in a post-pandemic world
Part of the book series: Palgrave Studies in Practice: Global Fashion Brand Management (PSP:GFBM)
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Table of contents (7 chapters)
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Front Matter
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Back Matter
Keywords
About this book
This book provides a comprehensive overview of digital trends, innovations, and strategies in fashion retailing. As consumers adopt new technologies and ways of shopping, fashion brands are constantly looking for ways to innovate and achieve digital transformation. Combining theory with practice, the authors take a deep dive into the impact of digital technologies on fashion brands communication and social media strategies; on consumer behaviour and customer participation strategies; and on entrepreneurship and e-tailing strategies.
The book covers topics such as Artificial Intelligence (AI), Virtual Reality (VR), Augmented Reality (AR), fashion recommender systems, virtual fitting rooms, customer models, gamification, online shopping, mobile-shopping, videogames, digital media and virtual worlds. The book also explores the concepts of cocreation, storytelling and interactivity in real-life crowdfunding campaigns and in the digital world.
Bringing a cutting-edge insight into the state of the fashion business, this book will help scholars and practitioners in fashion retailing, discover how to digitalise and gamify products, services, experiences and open new enterprising avenues through innovative strategies, leadership and management.
Editors and Affiliations
About the editors
Eirini Bazaki PhD is a digital marketing and branding specialist. Her research work is published in leading academic books and international journals in e-tailing, branding, luxury and fashion marketing. Eirini actively advises brands on how to build a strong brand identity, connect with customers and drive sales through digital channels.
Vanissa Wanick PhD is a Design Researcher and Design Educator. Her research interests are multidisciplinary and include participatory design, emerging technologies and design thinking. Vanissa has more than 10 years of experience as a Design practitioner, working for several digital companies across the globe.
Bibliographic Information
Book Title: Reinventing Fashion Retailing
Book Subtitle: Digitalising, Gamifying, Entrepreneuring
Editors: Eirini Bazaki, Vanissa Wanick
Series Title: Palgrave Studies in Practice: Global Fashion Brand Management
DOI: https://doi.org/10.1007/978-3-031-11185-3
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2023
Hardcover ISBN: 978-3-031-11184-6Published: 02 January 2023
eBook ISBN: 978-3-031-11185-3Published: 01 January 2023
Series ISSN: 2523-3505
Series E-ISSN: 2523-3513
Edition Number: 1
Number of Pages: XV, 140
Number of Illustrations: 4 b/w illustrations, 11 illustrations in colour
Topics: Industries, Marketing