Batat, Wided.
Digital luxury : transforming brands and consumer experiences - London Sage 2019 - 258p.
The fashion and luxury industries have been well-established for centuries, but the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings for consumers and experiences both online and offline, mixing physical place and digital space: phygital.
This exciting new text, the first on this timely subject, written by an expert author explores the current malaise and offers ways forward through a mixture of research and practice-led examples.
9781526458940
Branding (Marketing)
Brand name products
Luxuries--Marketing
Electronic commerce
Fashion merchandising
Internet marketing
658.827 / BAT/D
Digital luxury : transforming brands and consumer experiences - London Sage 2019 - 258p.
The fashion and luxury industries have been well-established for centuries, but the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings for consumers and experiences both online and offline, mixing physical place and digital space: phygital.
This exciting new text, the first on this timely subject, written by an expert author explores the current malaise and offers ways forward through a mixture of research and practice-led examples.
9781526458940
Branding (Marketing)
Brand name products
Luxuries--Marketing
Electronic commerce
Fashion merchandising
Internet marketing
658.827 / BAT/D