Harnessing Omni-Channel Marketing Strategies for Fashion and Luxury Brands

Universal-Publishers
Free sample

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 evolving omni-channel environment.


The multiple theoretical and practical nuances of the fashion and luxury industry are presented. In this sense, the book is a fundamental reference point for the students and academics. This book will be of interest to practitioners in the fashion and luxury retailing sectors. Also, many policy makers will find the conceptual and exploratory insight of this book relevant to their organizational and retailing policies. The new knowledge that is produced in this book is a ground breaker in the fashion and luxury literature. It offers insight from both theoretical and practical perspectives from both retailer and customer perspectives.

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About the author

Wilson Ozuem's general area of expertise lies in digital marketing and fashion marketing. His specific research interest is how the understanding of emerging computer-mediated marketing environments (CMMEs) impacts on the fashion industry. Prof Ozuem is acknowledged as one of the international leaders in the study of digital marketing and multichannel retailing. His research has been published in key journals, including the European Journal of Marketing, Journal of Business Research, International Journal of Market Research

Elena Patten is a Professor in Fashion Management at Macromedia University of Applied Sciences, Stuttgart (Germany) and a retail expert with over 15 years of international experience in the fashion retailing industry. She has served as a consultant and advisor to marketers in the areas of multichannel retailing and branding.

Yllka Azemi is an Assistant Professor of Marketing in the School of Business and Economics, Indiana University Northwest. Her research interests include online service failure and recovery strategies, social media marketing, and consumer behaviour. Dr Azemi research has been published in the Journal of Business Research, and Qualitative Market Research: An International Journal.

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Additional Information

Publisher
Universal-Publishers
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Published on
Nov 15, 2019
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Pages
386
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ISBN
9781627347402
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Language
English
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Genres
Business & Economics / E-Commerce / Internet Marketing
Business & Economics / Marketing / Research
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Content Protection
This content is DRM protected.
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Read Aloud
Available on Android devices
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Eligible for Family Library

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