Highlights development of digital marketing strategies used by fashion and luxury brands

Outlines emerging approaches in the management of online and offline markets

Reveals how fashion brand managers can combine physical and digital marketing activities to successfully build brands

Part 1: The question of marketspace and marketplace

1. The key drivers of perceived omnichannel service quality

Elena Patten, Macromedia University of Applied Sciences,Germany

Claudio Becagli, University of Florence, Italy

3. Opinion leaders, short videos and virtual community construction

Peng Chen, School of Economics and Management of Jiujiang University, China

Research on opinion leaders can be traced back to Lazarsfeld's work in 1944. Earlier research focused on the characteristics, identity and influence of opinion leaders. In the past 20 years, with the development of internet technology, the application of opinion leaders in marketing, public affairs, medical treatment, management, tourism, fashion and other fields has attracted the interest of a large number of scholars. Short videos, as a form of social media, have become a new growth point of network marketing in recent years. As modern internet opinion leaders, internet celebrities are active in various virtual communities and attract the attention of internet users. They have a significant influence on the marketing campaigns of the fashion industry. Based on the theories of consumer behaviour, this chapter will study the ways and methods of internet celebrities in the fashion industry to build virtual communities through short videos, and it will ask: How can fashion brands connect with consumers through the virtual community built by internet celebrities?

4. Characteristics and temperament of fashion bloggers

Deidre Bowen, Northumbria University, UK

This chapter will discuss the general characteristics of bloggers and how they differ from the characteristics of bloggers on fashion goods. Bloggers on technology will have specific knowledge or expertise on the products. What types of knowledge do fashion bloggers have or require? Is fashion blogging predominantly about emotional intelligence and hence linked to the temperament of the blogger?

Part 2: Online Brand Communities and Customer Relationship

5. Customer participation versus consumer loyalty in online brand communities

Wilson Ozuem, Michelle Willis, Silvia Rafangni

University of Cumbria (UK) and University of Florence (Italy)

Online brand communities (OBCs) have maintained the close link between consumers and fashion brands, encouraging consumers to actively participate in online platforms leading to the question: How is loyalty affected by online participation? This chapter explores millennials' level of participation in OBCs and the extent to which it affects their loyalty to the brand and the community in the fashion industry. Four main customer participatory behavioural traits (brand identification, interactivity, media valence and perceived community sentiment) are proposed contingent on different participatory motives and consumers' perception of a fashion brand.

6. Post-recovery strategy and customer relationship

Yllka Azemi, Indiana University, USA

Online positive word of mouth remains a powerful source for companies' prediction of customers' re-purchasing behaviour after a recovery experience. In the high-end industry of luxury products where customers' expectations are high, it could be assumed that positive word of mouth after a recovery experience does not necessarily present the highest level of satisfaction as to imply post-recovery. In these instances, luxury customers switch to other companies. It is important for luxury companies to understand the true meaning of customers' online positive content. This supports managerial decision making to follow up positive word-of-mouth customer relationship activities that lead to customers' continual purchasing intention.

7. Effects of online brand communities on millennials' brand loyalty

Michelle Willis, University of Cumbria, UK

Online brand communities (OBCs) are gaining traction in the development of marketing strategy within the fashion industry, but it is unclear how the dominant group of users, the millennials, is responding to the prevailing and varying customer loyalty programmes. Grounded in understanding that loyalty is seen and understood differently by people who participate in OBCs, this chapter provides conceptual insight into how OBCs activate multi-dimensional customer loyalty intentions to fashion brands. Based on a constructivist perspective combined with hermeneutic methodology and an embedded case study research strategy, the chapter presents a framework that categorises customer loyalty into: Ambassador loyalists, Public-Voting loyalists, Loveless loyalists and Mercenary loyalists.

8. Smartphones: features. Triggers and positioning strategies

Dominic Appiah, Arden University, UK

The evolution of the smartphone has impacted significantly on consumer behaviour and choice. Mobile phone technology was initially used only for communication purposes but has recently advanced to include additional features that have created a greater market and altered the purchase behaviour of consumers. In this modern era of technological advancement, users of mobile phones expect other features such as media support, internet connectivity and special applications. This chapter aims to provide some insights into brand switching in the luxury smartphones industry and offers opportunities for marketers and scholars in the development of related marketing plans.

9. Customer experiences: a new perspective to reinforce brand knowledge in online markets

Joelle Lagier, La Rochelle Business School, Italy

Recognising the uniqueness, originality and exclusiveness status of luxury contrary to the democratising nature of social media - in its wideness of customer reach and interactivity as well as information sharing - luxury fashion brands only recently totally embraced social media for customer relations and engagement. If, in the past, the internet and social media marketing (SMM) were considered taboo because they were a challenge to exclusivity and rarity in the conceptualisation of luxury brands, then the new fast-growing economies showed the importance of digitalisation in optimising brand knowledge and engagement for customers. Through the analysis of a SMM platform, this chapter will provide an in-depth overview of how customer experiences can enhance the knowledge of fashion products from the streetwear sector.

10. Online customer experience and brand consideration: emerging practices

Giada Salvietti, University of Parma, Italy

This chapter will focus on the topic of online customer experience and its influence on digital consumers and their inclination towards brand consideration and adoption. In omnichannel marketspaces, effective customer experience requires companies to interact with customers by creating distinguished stimuli, and with synergies between offline and online touchpoints. This chapter explores the impact of digital customer experience in fashion, considering that companies operating in this market must face the issue of maintaining brand consistency across different channels.

11. The value and antecedents of user-generated content, service failure and recovery strategies

Samuel Ayertey, Plymouth University, UK

The growth of user-generated content (UGC) within fashion brands' online platforms has increased consumers' awareness of service failure and impacted their level of involvement and attitude towards recovery strategies. However, a limited number of studies have explored the value and antecedents of UGC on service failure and recovery strategies in the fashion industry. Drawing from an actor-network and social influence theory perspective, the chapter aims to develop a conceptual framework that provide insights into how UGC impacts millennials' perspective and behaviour towards failure-recovery strategies in the fashion industry.

Monica Faraoni, University of Florence, Italy