Treffer: Sustainable digital marketing for fashion and luxury brands: theory and practice

Title:
Sustainable digital marketing for fashion and luxury brands: theory and practice
Contributors:
Ozuem, Wilson, Ranfagni, Silvia, Millman, Cindy
Publisher Information:
Palgrave Macmillan
Publication Year:
2025
Collection:
University of Cumbria: Insight
Subject Terms:
005 Computer programming, programs & data (incl. web design), 304 Factors affecting social behavior, 382 International commerce, 658 General management (incl. occupational health & marketing)
Document Type:
Buch book
File Description:
application/pdf
Language:
English
Relation:
https://insight.cumbria.ac.uk/id/eprint/8921/1/Ozuem_SustainableDigitalMarketing_SampleChapter.pdf; Ozuem, Wilson ORCID logo orcid:0000-0002-0337-1419 , Ranfagni, Silvia and Millman, Cindy, eds. (2025) Sustainable digital marketing for fashion and luxury brands: theory and practice. Palgrave Macmillan, Cham, Switzerland.
DOI:
10.1007/978-3-031-82467-8
Availability:
https://insight.cumbria.ac.uk/id/eprint/8921/
https://insight.cumbria.ac.uk/id/eprint/8921/1/Ozuem_SustainableDigitalMarketing_SampleChapter.pdf
https://doi.org/10.1007/978-3-031-82467-8
Rights:
cc_by_4
Accession Number:
edsbas.14243EFB
Database:
BASE

Weitere Informationen

This book critically examines the evolving fashion and luxury brand sector in the post-COVID-19 era, emphasizing the crucial need for sustainable digital marketing strategies and innovation. The book explores the dual commitment luxury brands face, balancing social and ethical responsibilities while preserving product quality, skill, and exclusivity. It explores how brands navigate internal capability development and engage in community projects to contribute positively to social causes. From the restructuring of luxury around digital communication to the transformative impact of technologies, the book dissects the challenges and opportunities. It addresses the essential resources, knowledge management, and organizational changes required for successful digital adoption, highlighting the confluence of sustainable orientation with technological and organizational shifts in the fashion and luxury sector. As luxury undergoes a paradigm shift, this book offers a comprehensive analysis of its sustainable evolution amidst the digital transformation.