‘Exclusivity dared’, Impact of digital marketing on luxury fashion brands

Mekonnen, A. and Larner, L. 2018. ‘Exclusivity dared’, Impact of digital marketing on luxury fashion brands. in: Ozuem, W. and Azemi, Y. (ed.) Digital Marketing Strategies for Fashion and Luxury Brands IGI Global. pp. 165-177

Chapter title‘Exclusivity dared’, Impact of digital marketing on luxury fashion brands
AuthorsMekonnen, A. and Larner, L.
EditorsOzuem, W. and Azemi, Y.
Abstract

While the luxury goods market has been slow to embrace and capitalise on the opportunities related to the digital era that has not been the case for their customers. Fashion luxury brands are no exception to this and some have been noted for their inability to keep up with the digital revolution. In the case of fashion luxury brands, whilst some argue that the offline-online integration has added value to the brands others suggest that it has eroded the panache associated with luxury brand. As luxury fashion brands play a significant role in shaping the fashion industry one cannot ignore the approach to digital integration and the impact it may have on the direction the fashion industry takes. As noted by Michael Porter (2001) whether one should integrate internet technology as part of their business plan is no longer questionable, but rather a matter of how it may be most effectively deployed. Based on case studies this chapter investigates how successful integration of the offline with the online environment can be achieved for such a dynamic industry.

Book titleDigital Marketing Strategies for Fashion and Luxury Brands
Page range165-177
Year2018
PublisherIGI Global
Publication dates
Published2018
ISBN9781522526971
9781522526988
Digital Object Identifier (DOI)https://doi.org/10.4018/978-1-5225-2697-1.ch008

Related outputs

Digital Marketing in Luxury Fashion: From Crisis to Strength
Mekonnen, A. and Larner, L. 2021. Digital Marketing in Luxury Fashion: From Crisis to Strength. in: Ozuem, W. and Ranfagni, S. (ed.) The Art of Digital Marketing for Fashion and Luxury Brands: Marketspaces and Marketplaces Palgrave Macmillan. pp. 199-219

Digital Marketing Strategy for Affinity Marketing: Utilising the New Marketing Arena
Mekonnen, A. 2016. Digital Marketing Strategy for Affinity Marketing: Utilising the New Marketing Arena. in: Ozuem, W. and Bowen, G. (ed.) Competitive Social Media Marketing Strategies IGI Global.

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