Digital transformation for fashion and luxury brands: theory and practice
Ozuem, Wilson and Ranfagni, Silvia and Willis, Michelle (2024) Digital transformation for fashion and luxury brands: theory and practice. Palgrave Macmillan, Cham. ISBN 9783031355899
- Images
- Details
- 6417:122508
Digital transformation for fashion and luxury brands: theory and practice - book cover
Download (288kB) Preview
This book re-evaluates the diffusion and positioning of fashion and luxury brands following the impact and disruption of digital transformations, particularly on existing omni-channel models and touchpoints and consumer behaviours. By exploring the importance of digital transformation and discussing the benefits and challenges it has created for the fashion industry, this book provides insights into the role of various digital technologies, systems and strategies in generating and maintaining brand value and equity, customer engagement and experiences and connecting the marketplace and marketspace.
Chapters 2 and 16 are available open access under a Creative Commons Attribution 4.0 International License via Springer Link.
Actions (login required)
 |
Edit View |