Editors:
Highlights development of digital marketing strategies used by fashion and luxury brands
Outlines emerging approaches in the management of online and offline markets
Reveals how fashion brand managers can combine physical and digital marketing activities to successfully build brands
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Table of contents (17 chapters)
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Front Matter
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The Question of Marketspace and Marketplace
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Front Matter
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Online Brand Communities and Customer Relationships
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Front Matter
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Complexities and Possibilities: Tactics and Strategies
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Front Matter
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About this book
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.
Reviews
The digital revolution has forever changed the way people shop. The growing spread of smartphones, tablets and wearable technologies has generated new shopping habits. Consumers are increasingly experiencing a double life, analogue and digital, and are influenced not only by traditional media but also by social media. This has configured numerous challenges for fashion and luxury companies, which today are also grappling with the consequences of the Covid 19 pandemic, which have further modified models for evaluating, purchasing and receiving products. This book presents in an interesting and critical way all the crucial issues that companies in the sector must face in order to ensure an economically sustainable business. (Elena Cedrola, Professor of Marketing and Management, University of Macerata, Italy)
The book introduces the theory and application of digital marketing and is a must-read for practitioners and researchers in the fashion and luxury industry. The book helps to understand the latest trends in the marketing of fashion and luxury brands. It will benefit most readers and students.
Professor Xiaoting Zheng, Dean of the School of Electronic Commerce at Jiujiang University
The difference between conventional and luxury brands is, that the latter master the art of building and maintaining deeply emotional relationships with their clients, based on unique, socially distinctive, holistic and memorable experiences. In times, when these experiences are happening in computer-mediated environments to an increasing extent and relationships are cultivated through multiple touchpoints, both online and offline, it is important to revisit the role, conceptualization and management of the fashion and luxury brand. By exploring the conceptual linkages between marketplace and marketspace, this book makes an important contribution to luxury and fashion management literature and provides relevant insight to academics and practitioners alike. (Professor Fabio Duma, Founder & President of Orbis Excellentiae; Principal at Luxury Observatory; Head Competence Team Luxury Management at Zurich University of Applied Sciences, School of Management and Law (ZHAW SML), Switzerland.
Editors and Affiliations
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Institute of Business, Industry and Leadership, University of Cumbria, Lancaster, UK
Wilson Ozuem
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Department of Economics and Business, University of Florence, Florence, Italy
Silvia Ranfagni
About the editors
Wilson Ozuem teaches and supervises research projects in a number of UK universities, including City, University of London, Warwick University, University of Birmingham and the University of Cumbria. His general area of expertise lies in digital marketing and fashion marketing. 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, Information Technology & People, Psychology & Marketing, 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 in international 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 Consumer Behaviour, Journal of Business Research, and Journal of Interactive Marketing
Bibliographic Information
Book Title: The Art of Digital Marketing for Fashion and Luxury Brands
Book Subtitle: Marketspaces and Marketplaces
Editors: Wilson Ozuem, Silvia Ranfagni
DOI: https://doi.org/10.1007/978-3-030-70324-0
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 2021
Hardcover ISBN: 978-3-030-70323-3Published: 18 July 2021
Softcover ISBN: 978-3-030-70326-4Published: 19 July 2022
eBook ISBN: 978-3-030-70324-0Published: 17 July 2021
Edition Number: 1
Number of Pages: XLIV, 447
Number of Illustrations: 11 b/w illustrations
Topics: Marketing