Digital Transformation for Fashion and Luxury Brands

Part 1: Foundations of digital transformation.- Chapter 1: Artificial intelligence and predictive analytics: towards a praxis of personalised shopping experiences'.-Chapter 2: Blockchain: technology transforming the fashion industry'.-Chapter 3: Consumer brand engagement through chatbots.-Chapter 4: From disruption to absorptive capacity: The life cycle of digital marketing innovation for luxury businesses.-Chapter 5: Augmented reality (AR) in retailing: customers' experience in luxury fashion.-Chapter 6: Short video adverts: a modern and virtual form of advertising.-Part 2: Scope and application.-Chapter 7: The right tool for the job: identifying relevant touchpoints to achieve seamlessness in the fashion sector.-Chapter 8: Influencer marketing and consumer behaviour: insights into the effectiveness of fashion influencers' sponsored content on Instagram.-Chapter 9: Celebrities, social media influencers and reference groups.-Chapter 10: The customer experience with fashion sale robots: a psycho-interpretative framework.-Chapter 11: Enterprise social media and digital creativity for fashion brands.-Chapter 12: The distributed creative brand image: integrating digital influencer collaboration into omnichannel marketing.-Chapter 13: Strategies for greening the fashion supply chain.-Part 3: Strategies and techniques.-Chapter 14: Heritage communication on social media in the luxury brand market: the 4-H factors framework.-Chapter 15: Customer-brand interactions and service failure recovery.-Chapter 16: Globalisation versus deglobalisation in the fashion industry.-Chapter 17: Ethical consumption and self-authenticity in a second-hand luxury fashion industry online platform: a conceptual model of interpretation'.-Chapter 18: High-luxury coffee brands: a comparative analysis of digital communication on luxury andsustainability dimensions.-Chapter 19: Smartphones and digital customer's journey.-Chapter 20: Fashion and Gamification.-Chapter 21: Transition of competences in the digital fashion industry: organisations and facilitation tools.-

Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.

• E-commerce: aspectos de negócios
• Indústrias da moda e beleza
• Vendas e marketing

brand strategy;omnichannel marketing;artificial intelligence;AI;consumer brand engagement