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Digital Transformation for Fashion and Luxury Brands: Theory and Practice (in English)
Ozuem, Wilson ; Ranfagni, Silvia ; Willis, Michelle (Author)
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Palgrave MacMillan
· Hardcover
Digital Transformation for Fashion and Luxury Brands: Theory and Practice (in English) - Ozuem, Wilson ; Ranfagni, Silvia ; Willis, Michelle
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Synopsis "Digital Transformation for Fashion and Luxury Brands: Theory and Practice (in English)"
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. Chapter 16 is available open access under a Creative Commons Attribution 4.0 International License via Springer Link.
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All books in our catalog are Original.
The book is written in English.
The binding of this edition is Hardcover.
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