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This book critically examines the evolving fashion and luxury brand sector in the post-COVID-19 era, emphasizing the crucial need for sustainable digital marketing strategies and innovation. The book explores the dual commitment luxury brands face, balancing social and ethical responsibilities while preserving product quality, skill, and exclusivity. It explores how brands navigate internal capability development and engage in community projects to contribute positively to social causes. From the restructuring of luxury around digital communication to the transformative impact of technologies, the book dissects the challenges and opportunities. It addresses the essential resources, knowledge management, and organizational changes required for successful digital adoption, highlighting the confluence of sustainable orientation with technological and organizational shifts in the fashion and luxury sector. As luxury undergoes a paradigm shift, this book offers a comprehensive analysis of its sustainable evolution amidst the digital transformation.
Chapter 24 is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.
Wilson Ozuem is Professor of Digital Marketing & Innovation at the University for the Creative Arts, UK. ins general area of expertise lies in digital marketing and fashion marketing, while his specific research interest is understanding the impacts of emerging computer-mediated marketing environments (CMMEs) on the fashion industry.
Silvia Ranfagni is Associate Professor of Marketing at the Department of Economics and Management at the University of Florence, Italy. Her research interests include innovation, internationalization, and brand management with special reference to the fashion and cultural industry.
Cindy Millman is Professor of Business Innovation and Director of the Business School for the Creative Industries, University for the Creative Arts, UK. She undertakes research in SMEs with particular interest in exploring all aspects of entrepreneurial behaviour, especially in the context of internationalisation, innovation and market orientation.
Part 1: Foundations of Sustainable Digital Marketing.- Chapter 1: Postdigital iconicity of runways: redefining sustainability in high-end fashion marketing.- Chapter 2: Online brand communities: digitally sustaining fashion brands' sustainability.- Chapter 3: Brand building using digital marketing tools: insight into an innovative hybrid model.- Chapter 4: Fostering meaningful interactions through user-generated content: reshaping how fashion brands interact with consumers.- Chapter 5: Chinese online literature: sustainability and customers' value co-creation on an online brand platform.- Chapter 6: Social Media and Discursive Practices in the Global Fashion Industry.- Chapter 7: Luxury hotels' corporate social responsibility communications and online brand communities.- Chapter 8: Persuasive communication and emotional appeals: the contribution of psychology.- Part 2: Scope and application.- Chapter 9: Digital fashion in the metaverse and innovation for sustainability in fashion.- Chapter 10: Social media influencers: transition from fast fashion to slow sustainable causes.- Chapter 11: Repositioning of Chinese Luxury Spirit: Kweichow Moutai.- Chapter 12: authenticity as consistency: insights from micro-influencers partnerships with sustainable fashion brands.- Chapter 13: Virtual corporate social responsibility co-creation and consumer engagement.- Chapter 14: Leadership and Digital Transformation in the Luxury Brand Industry.- Chapter 15: Virtual Corporate Social Responsibility and sustainable value creation.- Chapter 16: Social media influencers: influencing sustainable practices in the fashion industry.- Chapter 17: Storytelling and the sustainability of fashion and luxury brands.- Chapter 18: CSR communication and luxury brands: themes for cultivating stakeholder-oriented communication on sustainability through social media.- Chapter 19: Metaverse fashion ecosystem: a sustainable marketing perspective.- Part 3: Strategies and Techniques.- Chapter 20: Chatbots and customer experience in luxury fashion.- Chapter 21: More sustainability than digitalisation: Prato and the global fashion supply chain.- Chapter 22: Black swan events: mitigating disruption to a supply chain using blockchain and artificial intelligence.- Chapter 23: Artificial intelligence and sustainability in fashion: a triple bottom line approach.- Chapter 24: Artificial Intelligence: building sustainability in the implementation of SDGs.- Chapter 25: Kering's strategy for digital and sustainable transformation: twin transition through NFTs in the luxury industry.- Chapter 26: Elevating the luxury brand digital engagement using chatbots.- Chapter 27: The role of blockchain in sustainable luxury fashion.- Chapter 28: Certification standards and ecolabelling for sustainability and traceability in the textile supply chain.
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