| 000 | 02652nam a2200361Ia 4500 | ||
|---|---|---|---|
| 001 | 3103 | ||
| 008 | 230305s2020 xx 000 0 und d | ||
| 020 | _a9783030488093 | ||
| 040 | _ctbs | ||
| 041 | _aeng | ||
| 043 | _aen_UK | ||
| 245 | 0 | _aDigitalization in the Luxury Fashion Industry | |
| 260 |
_bPalgrave Macmillan, _c2020 |
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| 300 |
_aix, 249 p. _c22 cm. |
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| 490 | _aPalgrave advances in luxury | ||
| 500 | _aStrategic Branding for Millennial Consumers | ||
| 505 |
_aIntroduction _rPart I The Luxury Fashion Industry-- _rAn Overview of the Luxury Fashion Industry-- _rThe New Consumers of Luxury-- _rPart II Opportunities and Threats for the Luxury Fashion Industry-- _rThe Omnichannel Strategy in the Fashion Industry-- _rSee Now Buy Now-- _rAdditive Manufacturing and Smart Textiles-- _rPart III-- _rThe Business Model of the Most Growing Brand: Gucci and the Kering Group-- _rThe Kering Group and Gucci's Success-- _rA Comparative Analysis: Gucci, Saint Laurent, Balenciaga and Bottega Veneta-- _rConcluding Considerations and Directions for Future Research-- |
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| 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. | ||
| 590 | _bIncludes case studies, bibliographical references and index. | ||
| 630 |
_aHD INDUSTRIES. LAND USE. LABOR _937 |
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| 650 | 0 |
_aLuxury goods industry _xManagement _97391 |
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| 650 | 0 |
_aFashion merchandising _xManagement _913020 |
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| 650 |
_aDigitalization _913021 |
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| 650 | 0 |
_aBranding (Marketing) _96284 |
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| 650 | 0 |
_aInternet marketing _91133 |
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| 653 | _aFashion & Luxury Collection | ||
| 700 |
_aCabigiosu, Anna _eAutor _913022 |
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| 902 | _a331 | ||
| 905 | _am | ||
| 911 | _ahttps://biblioteca.tbs-education.es/portadas/9783030488093.jpg | ||
| 942 |
_a1 _2ddc |
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| 999 |
_c2959 _d2959 |
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