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020 _a9783030488109
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050 _aHF5429
_b.C33 2020 EB
082 0 4 _a658.8
_223
100 1 _aCabigiosu, Anna
245 1 0 _aDigitalization in the Luxury Fashion Industry :
_bStrategic Branding for Millennial Consumers
_cby Anna Cabigiosu
250 _a1st ed
260 _aCham
_bSpringer International Publishing
_c2020
300 _a1 recurso en línea (IX, 249 p.)
336 _2rdacontent
_aTexto (visual)
_btxt
337 _2rdamedia
_aelectrónico
_bc
338 _2rdacarrier
_arecurso electrónico
_bcr
490 0 _aSpringer eBooks
490 0 _aPalgrave Advances in Luxury
505 0 _aChapter 1. Introduction -- Chapter 2. An overview of the luxury fashion industry -- Chapter 3. The new consumers of luxury -- Chapter 4. The omnichannel strategy in the fashion industry -- Chapter 5. "See now buy now" -- Chapter 6. Additive manufacturing and smart textiles -- Chapter 7. The Kering Group and the Gucci's success -- Chapter 8. A comparative analysis: Gucci, Saint Laurent, Balenciaga and Bottega Veneta -- Chapter 9. Concluding considerations and directions for future research
520 _aThe 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. Anna Cabigiosu is Associate Professor of Strategy and Innovation Management in the Department of Management at Ca' Foscari University of Venice, Italy, where she is also the Scientific Director of the Innovation, Organization and Strategy (IOS) research center and the Executive Director of the Center for Automotive and Mobility Innovation (CAMI). She also was Director of the Master's programme in Fashion Design and Management and she is vice-director of the Master in Mobility Innovation and Management. Her research has been published in various journals, including the Strategic Management Journal, Organization Science, and Research Policy
538 _aForma de acceso: World Wide Web
650 0 _9512894
_aComportamiento de los consumidores
710 2 _aSpringerLink
856 4 0 _uhttps://go.openathens.net/redirector/universidadeuropea.es?url=http://doi.org/10.1007/978-3-030-48810-9
_zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942 _2lcc
_cLE
998 _db