The Valuation of FashionTech and Digital Clothing

Roberto Moro-Visconti ()
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Roberto Moro-Visconti: Catholic University of the Sacred Heart
Authors registered in the RePEc Author Service: Roberto Moro Visconti

Chapter Chapter 19 in Augmented Corporate Valuation, 2022, pp 629-657 from Springer

Abstract: Abstract Fashion—a source of looking better/attractive—is a form of self-expression and autonomy at a particular period and place and in a specific context of clothing, footwear, lifestyle, accessories, makeup, hairstyle, and body posture. Fashion is also an expression of culture, art, and creativity, allowing people to display their unique tastes and styling. Valuation patterns are inspired by changing intrinsically volatile business models, following timely “fashionable” attitudes, taste, spending power, and other trendy patterns. Competition among fashion firms is driven by Differentiated Value Proposition that makes products or services stand out against the competition. The incremental perceived value is continuously compared by potential customers that use digital “display windows” to confront different products. The Differentiated Value Proposition is incorporated in the brand (trademark) of each fashion firm—that is why branding (and its cumulated value expressed by the brand equity) is so important in the industry.

Keywords: Couture; Digital branding; Metaverse; eCommerce; Luxury brands (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-97117-5_19

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DOI: 10.1007/978-3-030-97117-5_19

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