Digitalization in the Luxury Fashion Industry, 1st ed. 2020 Strategic Branding for Millennial Consumers Palgrave Advances in Luxury Series

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.

Chapter 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.

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.

Seeks a broader understanding of the drivers of internal growth for luxury fashion brands in the digital era Explores new opportunities and threats correlated with digitalization in the luxury fashion industry Discusses and provides multiple examples of omnichannel marketing strategies Identifies the pillars of successful business models in the fashion industry