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Harnessing Omni-Channel Marketing Strategies for Fashion and Luxury Brands
This book provides a contemporary theoretical insight into the fashion and luxury industry, addressing potential gray areas within the literature. The authors analyze the luxury and fashion industry using multiple perspectives, allowing for a critical comprehensive overview of the phenomenon across diverse streams. The book provides insight into fashion and luxury retailing in the context of both online and brick and mortar retailers based on a variety of market scenarios. It deciphers the rationale of customer behavioral and decision making in online and offline luxury and fashion purchasing contexts. It provides an overview of the challenges that the industry faces with the advent of the e...
Digital Marketing Strategies for Value Co-creation
Online brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement. For an online brand community to be successful, it should allow members to feel a connection to the brand and with other members while forming a disconnection from those not belonging to the community. It should also have rituals and traditions that join members together over a revered commonality, and moral responsibility in contributing to the community. Indeed, brands play active roles in securing degrees of activity in OBCs’ through content that offers members the quality of eng...
Leveraging Computer-Mediated Marketing Environments
Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issues in online communication platforms have increased the challenges faced by marketers in developing and retaining their customers. Practitioners need to develop effective marketing communication programs that incorporate the meaningful forms of sociality into a customer-driven marketing program. Leveraging Computer-Mediated Marketing Environments discusses the nature of heightened interaction between marketers and consumers in the evolving technological environments, particularly on the central nature of online communities and other emerging technologies on dialogic engagement. Additionally, it aims to examine the relevant roles of online communities and emerging technologies in creating and retaining customers through effective dialogue management. Highlighting brand strategy, e-services, and web analytics, it is designed for marketers, brand managers, business managers, academicians, and students.
The Art of Digital Marketing for Fashion and Luxury Brands
This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.
Periphery
A leading neuroscientist argues that the peripheral nervous system, long understood to play a key role in regulating basic bodily functions, also signals the onset of illness. The central nervous system, consisting of the brain and the spinal cord, has long been considered the command center of the body. Yet outside the central nervous system, an elaborate network of nerve cells and fibers extends throughout our bodies, transmitting messages between the brain and other organs. The peripheral nervous system, as it’s known, regulates such vital functions as heart rate, digestion, and perspiration and enables us to experience the barrage of sounds, tastes, smells, and other sensory informatio...
Digital Marketing Strategies for Fashion and Luxury Brands
Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market. Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology.
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Multisensory Perception and Communication
Infants learn to communicate through everyday social interaction with their caregivers in a multisensory world involving sight, hearing, touch and smell. The neural and behavioural underpinnings of caregiver-infant multisensory interaction and communication, however, have remained largely unexplored in research across disciplines. This book highlights this largely uncharted territory to better understand the developmental origins of human multisensory perception and communication. It emphasizes the range and complexity of multisensory infant-caregiver interaction in the real world, and its developmental and neurophysiological characteristics. Furthermore, recent theories of brain development suggest that brain, body and the environment interact with one another on an ongoing basis, influencing each other and are constantly being influenced by each other. This volume aims to elucidate the neurophysiological, behavioural and environmental factors to better understand the nature of multisensory communication as a whole. This book was originally published as a special issue of Developmental Neuropsychology.
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