Digital luxury

Uche Okonkwo

Chapter 6 in Luxury Fashion Branding, 2007, pp 178-224 from Palgrave Macmillan

Abstract: Abstract Technology has definitely changed the landscape of consumer behaviour and the way business is conducted, including luxury fashion management. The impact of the digital revolution on consumers in the last ten years is overwhelming. The Internet has empowered consumers more than ever before and has elevated their product and brand expectations. The Internet also provides online consumers with instant information, and lower switching costs in terms of time, information, product comparison and purchase. As a result, the task of retaining the attention and loyalty of consumers has also become more challenging.

Keywords: Brand Equity; Customer Experience; Luxury Good; Shopping Experience; Online Consumer (search for similar items in EconPapers)
Date: 2007
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DOI: 10.1007/978-0-230-59088-5_7

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