Digital Marketing in Luxury Fashion: From Crisis to Strength

Aster Mekonnen and Liz Larner
Additional contact information
Aster Mekonnen: UAL: London College of Fashion
Liz Larner: University of Salford

Chapter Chapter 9 in The Art of Digital Marketing for Fashion and Luxury Brands, 2021, pp 199-219 from Springer

Abstract: Abstract Digital technology has a key role to play in elevating luxury fashion more so now than in the past. Historically, luxury fashion brands had been slow to embrace and capitalise on the opportunities related to the digital era but that has not been the case for their customers. Digital and online platforms are becoming more and more integrated into our daily lives with an excessive amount of our time being spent using the Internet and digital devices. Internet technology and social media are known to have substantial impacts on the operations and success of businesses. We are witnessing unprecedented technological transformations in the way in which organisations and society communicate. The COVID-19 pandemic has made for a challenging 2020, this chapter aims to provide a general understanding of the way luxury fashion brands are transforming their strategies to adapt to digitalisation in the industry to manage the crisis.

Keywords: Luxury fashion; Social media; Digital marketing; Consumer behaviour (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-70324-0_9

Ordering information: This item can be ordered from
http://www.springer.com/9783030703240

DOI: 10.1007/978-3-030-70324-0_9

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().