Traditional Brands vs. Born-Digital Brands: The Case of the Fashion Industry

Liliana Ribeiro () and Amanda Maués
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Liliana Ribeiro: University of Aveiro
Amanda Maués: European University

A chapter in Advances in Digital Marketing and eCommerce, 2023, pp 298-304 from Springer

Abstract: Abstract For a long time, the big fashion companies did not see Born-Digital Brands as an effective and possible competitor or business ally. However, especially after the COVID-19 pandemic, the game has changed, and currently, the fashion market is aware of the power that these brands have, mainly through social networks. Through a qualitative analysis, this work sought to understand the relationship strategies of “DNVB’s” with their audience, and how them can help in the reinvention of practices of fashion companies considered traditional, which had to adapt to the online environment. Through content analysis and surveys, it was found that Born-Digital Brands can be an excellent reference in the domains of digital language, e-commerce and innovation and can inspire traditional brands to improve their performance in the online environment. However, the market increasingly demands that both types of business models reinvent themselves; that is, it is not about having a better brand than the other, online, or offline, but working to create an increasingly efficient, organic, personal, and omnichannel market.

Keywords: Branding; digital; Born-digital Brands; Brand communities (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-31836-8_29

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DOI: 10.1007/978-3-031-31836-8_29

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