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Bringing a cutting-edge insight into the state of the fashion business, this book will help scholars and practitioners in fashion retailing, discover how to digitalise and gamify products, services, experiences and open new enterprising avenues through innovative strategies, leadership and management.
Bringing a cutting-edge insight into the state of the fashion business, this book will help scholars and practitioners in fashion retailing, discover how to digitalise and gamify products, services, experiences and open new enterprising avenues through innovative strategies, leadership and management.
Eirini Bazaki PhD is a digital marketing and branding specialist. Her research work is published in leading academic books and international journals in e-tailing, branding, luxury and fashion marketing. Eirini actively advises brands on how to build a strong brand identity, connect with customers and drive sales through digital channels.
Vanissa Wanick PhD is a Design Researcher and Design Educator. Her research interests are multidisciplinary and include participatory design, emerging technologies and design thinking. Vanissa has more than 10 years of experience as a Design practitioner, working for several digital companies across the globe.
Provides implications for practice, specifically the steps that marketing and brand managers and practitioners can take
Contains numerous case studies showcasing digital strategies in the fashion and luxury industry
Gives recommendations for research and practice for fashion and luxury brand digital strategies in a post-pandemic world
Chapter 1: Helping Online Fashion Customers Help Themselves: Personalised Recommender Systems.- Chapter 2: Brand storytelling, gamification and social media marketing in the "metaverse": a case study of The Ralph Lauren Winter Escape.- Chapter 3: The use of Augmented Reality to enhance consumer experience: the case of Kohl's Snapchat Virtual Closet and Sephora Virtual Artist.- Chapter 4: Skins in the Game: Fashion Branding and Commercial Videogames.- Chapter 5: Becoming a Fashion Blogger Entrepreneur: The Case of Chiara Ferragni.- Chapter 6: Crowdfunding Nascent Fashion Brands.
| Erscheinungsjahr: | 2023 |
|---|---|
| Fachbereich: | Einzelne Wirtschaftszweige |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Seiten: | 156 |
| Reihe: | Palgrave Studies in Practice: Global Fashion Brand Management |
| Inhalt: |
xv
140 S. 4 s/w Illustr. 11 farbige Illustr. 140 p. 15 illus. 11 illus. in color. |
| ISBN-13: | 9783031111846 |
| ISBN-10: | 3031111842 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | HC runder Rücken kaschiert |
| Einband: | Gebunden |
| Redaktion: |
Wanick, Vanissa
Bazaki, Eirini |
| Herausgeber: | Eirini Bazaki/Vanissa Wanick |
| Auflage: | 1st ed. 2023 |
| Hersteller: |
Springer International Publishing
Springer International Publishing AG Palgrave Studies in Practice: Global Fashion Brand Management |
| Maße: | 216 x 153 x 14 mm |
| Von/Mit: | Vanissa Wanick (u. a.) |
| Erscheinungsdatum: | 02.01.2023 |
| Gewicht: | 0,323 kg |
Eirini Bazaki PhD is a digital marketing and branding specialist. Her research work is published in leading academic books and international journals in e-tailing, branding, luxury and fashion marketing. Eirini actively advises brands on how to build a strong brand identity, connect with customers and drive sales through digital channels.
Vanissa Wanick PhD is a Design Researcher and Design Educator. Her research interests are multidisciplinary and include participatory design, emerging technologies and design thinking. Vanissa has more than 10 years of experience as a Design practitioner, working for several digital companies across the globe.
Provides implications for practice, specifically the steps that marketing and brand managers and practitioners can take
Contains numerous case studies showcasing digital strategies in the fashion and luxury industry
Gives recommendations for research and practice for fashion and luxury brand digital strategies in a post-pandemic world
Chapter 1: Helping Online Fashion Customers Help Themselves: Personalised Recommender Systems.- Chapter 2: Brand storytelling, gamification and social media marketing in the "metaverse": a case study of The Ralph Lauren Winter Escape.- Chapter 3: The use of Augmented Reality to enhance consumer experience: the case of Kohl's Snapchat Virtual Closet and Sephora Virtual Artist.- Chapter 4: Skins in the Game: Fashion Branding and Commercial Videogames.- Chapter 5: Becoming a Fashion Blogger Entrepreneur: The Case of Chiara Ferragni.- Chapter 6: Crowdfunding Nascent Fashion Brands.
| Erscheinungsjahr: | 2023 |
|---|---|
| Fachbereich: | Einzelne Wirtschaftszweige |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Seiten: | 156 |
| Reihe: | Palgrave Studies in Practice: Global Fashion Brand Management |
| Inhalt: |
xv
140 S. 4 s/w Illustr. 11 farbige Illustr. 140 p. 15 illus. 11 illus. in color. |
| ISBN-13: | 9783031111846 |
| ISBN-10: | 3031111842 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | HC runder Rücken kaschiert |
| Einband: | Gebunden |
| Redaktion: |
Wanick, Vanissa
Bazaki, Eirini |
| Herausgeber: | Eirini Bazaki/Vanissa Wanick |
| Auflage: | 1st ed. 2023 |
| Hersteller: |
Springer International Publishing
Springer International Publishing AG Palgrave Studies in Practice: Global Fashion Brand Management |
| Maße: | 216 x 153 x 14 mm |
| Von/Mit: | Vanissa Wanick (u. a.) |
| Erscheinungsdatum: | 02.01.2023 |
| Gewicht: | 0,323 kg |
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