Harnessing Omni-Channel Marketing Strategies for Fashion and Luxury Brands.

Format:

Book

Contributor:

Ozuem, Wilson, 1974- editor.

Patten, Elena, 1983- editor.

Azemi, Yllka, 1988- editor.

Language:

English

Subjects (All):

Fashion merchandising.

Luxuries--Marketing.

Luxuries.

Luxuries--Internet marketing.

Place of Publication:

BrownWalker Press

Summary:

"This book provides a contemporary theoretical insight into the fashion and luxury industry, addressing potential gray areas within the literature. The authors analyze the luxury and fashion industry using multiple perspectives, allowing for a critical comprehensive overview of the phenomenon across diverse streams. The book provides insight into fashion and luxury retailing in the context of both online and brick and mortar retailers based on a variety of market scenarios. It deciphers the rationale of customer behavioral and decision making in online and offline luxury and fashion purchasing contexts. It provides an overview of the challenges that the industry faces with the advent of the evolving omni-channel environment. The multiple theoretical and practical nuances of the fashion and luxury industry are presented. In this sense, the book is a fundamental reference point for the students and academics. This book will be of interest to practitioners in the fashion and luxury retailing sectors. Also, many policy makers will find the conceptual and exploratory insight of this book relevant to their organizational and retailing policies. The new knowledge that is produced in this book is a ground breaker in the fashion and luxury literature. It offers insight from both theoretical and practical perspectives from both retailer and customer perspectives"-- Provided by publisher.

Notes:

Description based on print version record and CIP data provided by publisher; resource not viewed.

ISBN:

9781627347419

1627347410