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.
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