The Art of digital marketing for fashion and luxury brands: Marketspaces and Marketplaces
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 comm...
Gespeichert in:
| Weitere Verfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Cham
Springer International Publishing
2021
Cham Imprint: Palgrave Macmillan 2021 |
| Schriftenreihe: | Springer eBook Collection
|
| Schlagworte: | |
| Zusammenfassung: | 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 This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. 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. 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. |
| Beschreibung: | XLIV, 447 Seiten Illustrationen |
| ISBN: | 9783030703233 |
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| 520 | 3 | |a This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. 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. | |
| 520 | 3 | |a 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. 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. | |
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Datensatz im Suchindex
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| index_date | 2024-07-03T17:54:18Z |
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| institution | BVB |
| isbn | 9783030703233 |
| language | English |
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| spelling | The Art of digital marketing for fashion and luxury brands Marketspaces and Marketplaces Wilson Ozuem, Silvia Ranfagni (Editors) Cham Springer International Publishing 2021 Cham Imprint: Palgrave Macmillan 2021 XLIV, 447 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Springer eBook Collection 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 This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. 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. 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. Marketing (DE-588)4037589-4 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Mode (DE-588)4039792-0 gnd rswk-swf Luxusgut (DE-588)4192138-0 gnd rswk-swf Marketing Luxusgut (DE-588)4192138-0 s Mode (DE-588)4039792-0 s Markenpolitik (DE-588)4144679-3 s Marketing (DE-588)4037589-4 s DE-604 Ozuem, Wilson 1974- (DE-588)1071415816 edt Ranfagni, Silvia edt Erscheint auch als Online-Ausgabe 978-3-030-70324-0 |
| spellingShingle | The Art of digital marketing for fashion and luxury brands Marketspaces and Marketplaces Marketing (DE-588)4037589-4 gnd Markenpolitik (DE-588)4144679-3 gnd Mode (DE-588)4039792-0 gnd Luxusgut (DE-588)4192138-0 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4144679-3 (DE-588)4039792-0 (DE-588)4192138-0 |
| title | The Art of digital marketing for fashion and luxury brands Marketspaces and Marketplaces |
| title_auth | The Art of digital marketing for fashion and luxury brands Marketspaces and Marketplaces |
| title_exact_search | The Art of digital marketing for fashion and luxury brands Marketspaces and Marketplaces |
| title_exact_search_txtP | The Art of digital marketing for fashion and luxury brands Marketspaces and Marketplaces |
| title_full | The Art of digital marketing for fashion and luxury brands Marketspaces and Marketplaces Wilson Ozuem, Silvia Ranfagni (Editors) |
| title_fullStr | The Art of digital marketing for fashion and luxury brands Marketspaces and Marketplaces Wilson Ozuem, Silvia Ranfagni (Editors) |
| title_full_unstemmed | The Art of digital marketing for fashion and luxury brands Marketspaces and Marketplaces Wilson Ozuem, Silvia Ranfagni (Editors) |
| title_short | The Art of digital marketing for fashion and luxury brands |
| title_sort | the art of digital marketing for fashion and luxury brands marketspaces and marketplaces |
| title_sub | Marketspaces and Marketplaces |
| topic | Marketing (DE-588)4037589-4 gnd Markenpolitik (DE-588)4144679-3 gnd Mode (DE-588)4039792-0 gnd Luxusgut (DE-588)4192138-0 gnd |
| topic_facet | Marketing Markenpolitik Mode Luxusgut |
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