TY  - BOOK
AU  - Cabigiosu, Anna
TI  - Digitalization in the Luxury Fashion Industry
T2  - Palgrave advances in luxury
SN  - 9783030488093
PY  - 2020///
CY  - 
PB  - Palgrave Macmillan
KW  - HD INDUSTRIES. LAND USE. LABOR
KW  - Luxury goods industry
KW  - Management
KW  - Fashion merchandising
KW  - Digitalization
KW  - Branding (Marketing)
KW  - Internet marketing
N1  - Strategic Branding for Millennial Consumers; Introduction; Part I The Luxury Fashion Industry--; An Overview of the Luxury Fashion Industry--; The New Consumers of Luxury--; Part II Opportunities and Threats for the Luxury Fashion Industry--; The Omnichannel Strategy in the Fashion Industry--; See Now Buy Now--; Additive Manufacturing and Smart Textiles--; Part III--; The Business Model of the Most Growing Brand: Gucci and the Kering Group--; The Kering Group and Gucci's Success--; A Comparative Analysis: Gucci, Saint Laurent, Balenciaga and Bottega Veneta--; Concluding Considerations and Directions for Future Research--
N2  - 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
ER  -