The Art of Digital Marketing for Fashion and Luxury Brands: Marketspaces and Marketplaces

Foreword by Teodora Sevastakieva
Foreword by Nicola Antonelli
Preface
Acknowledgements
Contents
Notes on Contributors
List of Figures
List of Tables
Part I The Question of Marketspace and Marketplace
1 The Key Drivers of Perceived Omnichannel Service Quality in Fashion
	Introduction
	Theoretical Context
	The Concept of Integration
		Integration of Assortment
		Pricing and Promotions
		Fulfilment
	The Omnichannel Customer Journey
	Perceived Service Quality in Omnichannel Retailing
	An Omnichannel Retailing Service Quality Conceptualization
	Omnichannel Customer Service Perception
	Omnichannel Customer Typology
	Managerial Implications and Recommendations
	References
2 Omnichannel Retailing and Brand Equity: A New Balance to Achieve
	Introduction
	From Multichannel to Omnichannel Retailing
	Omnichannel Retailing: An Overview
	Building and Managing CBBE in Omnichannel Retailing
	Luxury Fashion and Omnichannel Retailing: Emerging Issues and Final Remarks
	References
3 Opinion Leaders, Short Videos and Virtual Communities in the Fashion Industry
	Introduction and Overview
	What Are Opinion Leaders, Virtual Communities and Short Videos?
		Opinion Leaders
		Virtual Communities
			Definition
			Characteristics
			Categories
			Members
		Short Videos
	The Development of Virtual Communities
		Changes in Consumers’ Information Environment
		Consumers in a Virtual Community
	Opinion Leaders in Social Commerce
	Virtual Brand Communities
	Characteristics and Development of the Short-Video Industry
	The Development of Short Videos
	Short Videos and Virtual Communities
		Customization of Video Content
		Selection of Brand Influencers
		Social Platform and Multidimensional Communications
	Conclusion
	Further Readings
4 Fashion Bloggers: Temperament and Characteristics
	Introduction
	Theoretical Framework
		Fashion Blogging
		Characteristics of Fashion Bloggers on Social Media (Instagram)
		Opinion Leaders and Influencers
			Finding Trendsetters
			Viral Marketing
			Political Domain
			Social Issues
			Emotional and Sentiment Analysis
		Language and Politics of the Fashion Blogger
		Psychology of the Blogger
	Implications
	Conclusion
	Research Limitations and Future Research
	References
Part II Online Brand Communities and Customer Relationships
5 Online Brand Communities, Customer Participation and Loyalty in the Luxury Fashion Industry: Strategic Insights
	Introduction
	Luxury Fashion and OBCs
	Customer Participation in OBCs
		Goals and Trajectories in OBCs
		Effect of Customer Participation on the Value of OBCs
		Social Identification and Commitment
	Dichotomies: Passive and Active Participation
	Customer Participation Filter Model
		Participation Effort
		Participants’ Intended Audience
		Brand Mentions
	Conclusion and Future Outlook
	Recommended Further Reading
6 Maintaining a Creative Brand Image in an Omnichannel World
	Introduction
	Brand and Creative Brand Image
	IMC and Creative Brand Image
	Creativity in the Fashion Industry
	Motivational Theories of Creativity
	Radical Versus Incremental Creativity
	Managing the Creative Organization
	Creativity and Luxury Fashion Brands
	Encouragement of Creative Contributions
	Conclusion and Managerial Implications
		Suggestions for CIMC Management
	References
7 Online Brand Communities and Brand Loyalty: Toward a Social Influence Theory
	Introduction
	The Millennial Generation
	Theoretical Foundation and Context
		OBCs
		Online Consumer Engagement
		Attitudinal and Behavioural Loyalty
		Social Influence Theory
	Discussion: Millennial Customer Loyalty Conceptualisation
		Status Loyalists (High Loyalty–High Engagement)
		Follower Loyalists (Low Loyalty–High Engagement)
		Brand Loyalists (High Loyalty–Low Engagement)
		Price Loyalists (Low Loyalty–Low Engagement)
	Conclusion and Future Outlook
	References
8 Exploring the Emergence of Luxury Smartphones and Switching Behaviour
	Introduction and Context
	Conceptual Clarification of Luxury Brands
	Innovation and Disruption
	Luxury Smartphones and Brand Loyalty
	Behavioural and Attitudinal Loyalty
	Brand Switching from Social Influence Theory Perspective
	Functional Utility and Consumer Switching Behaviour
	Brand Switching from Social Mobility Perspective
	Conclusions and Managerial Implications
	References
9 Digital Marketing in Luxury Fashion: From Crisis to Strength
	Introduction
	Digital Marketing
		The Technology Behind Digital Marketing
		Digital Marketing Strategy
	Luxury Fashion and Digital Transformation
	Key Strategies for Luxury Fashion
		Setting Objectives
		Customer Focused Strategy
		Importance of Social Media
	Conclusion
	References
10 The Effect of Social EWOM on Consumers’ Behaviour Patterns in the Fashion Sector
	Introduction
	Theoretical Framework and Conceptual Model
	Empirical Research
		Data Collection
		Sample Characteristics
		Research Results
	Discussion and Implications
	Conclusion
	References
11 Online Service Failure and Recovery Strategies: Examining the Influences of User-Generated Content
	Introduction and Background
	Theoretical Context
	The Fashion Industry
	Service Failure and Service Recovery
	Strategies to Recover Online Service Failures
	Conclusions and Managerial Implications
	Key Terms and Definitions
	References
12 Building a Sustainable Brand Image in Luxury Fashion Companies
	Introduction and Overview
	Theoretical Context
		Luxury and Sustainability
		The Consumer Perspective
	The Salvatore Ferragamo Case and the Research Objective
	The Methodological Approach: Netnography and Text Mining
	Results: Similarities and Discrepancies Between the Perceived Image and the Conveyed Identity
	Conclusion and Future Outlook
	References
Part III Complexities and Possibilities: Tactics and Strategies
13 Becoming Digital: The Need to Redesign Competences and Skills in the Fashion Industry
	Introduction
	Literature Overview
		Digital Factory and Digital Fashion: Characteristics and Processes
		Digital Fashion Processes
		Skills and Competences in the Digital Fashion Industry
	The Proposed Model
		Significant Roles and Related Skills in Digital Fashion Processes
			Sourcing: Knowledge Source Development and Material Source Development
			Manufacturing
			Retail and Multichannel Marketing
	A Summary of the Changes to Position Characteristics in the Digital Fashion Industry
		Unskilled/Low-Skilled Jobs
		Lower-Level Management Jobs
		Professional Jobs
		Management Jobs
	The Impact of the Digital Fashion Industry on HRM
		Recruitment and Selection
		Appraisal
		Remuneration
		Career
		Training
	Conclusions: The Challenges for Businesses and the Education System
	References
14 Luxury Fashion in the Chinese Marketplace and the New Online Channels: An Emerging Perspective
	Introduction
	Literature Review
		Luxury Fashion in the Online Marketplace: The Evolution of Customers’ Shopping Trends
		Luxury and Fashion and the Chinese Online Marketplace: The Triple D Paradigm
		Luxury and Fashion and the Chinese Marketplace Orientation
	Discussion and Concluding Remarks for a Future Research Agenda
	References
15 Managing Online Touchpoints for a Consistent Customer Experience: Cases from Fashion Retailing
	Introduction
	Online Versus in-Store Customer Experience: Theoretical Background
		What Is the Customer Experience?
		Online Customer Experience: Theoretical Framework
		The in-Store Customer Experience: Key Theoretical Elements
	An Effective Customer Journey Across Touchpoints
		Definition of Touchpoints in the Customer Journey
		Review of Studies on Touchpoint Importance
		Focus on Online Touchpoints
	The Role of Online Touchpoints in Delivering an Effective in-Store Customer Experience: Cases from Fashion and Luxury Brands
		Omnichannel Customer Experience and the Luxury Sector: The Strategic Importance of the Store
		Channel Integration: Services and Technologies to Deliver Omnichannel Experience
		Case Studies: Shaping Technologies for the Brand’s Purposes
	Delivering Customer Experience in the Digital Environment: Best Practices in Luxury and Fashion Retailing
		Digital Technologies as Drivers of Change in Luxury Markets: Emerging Trends and Challenges
		Designing an Exclusive Digital Marketspace: Online Communication Through IT Technologies
		Best Practice for Online Experience Management
	Future Challenges in Managing Customer Experience For Luxury Brands
	References
16 Leveraging EWOM on Service Failure Recovery Strategy: An Insight into the Brand Perspective
	Introduction
	EWOM Fostered by UGC, and Service Failure and Recovery Strategies
		UGC and EWOM
		EWOM and Consumers’ Intention to Purchase
		EWOM and Service Failure
		The Effects of Negative EWOM
		Service Failure and Recovery Strategies
	Brand-Related EWOM, Service Failure, and Recovery Strategies
		Brand-Related EWOM and UGC
		Brand-Related EWOM and Consumers’ Intention to Purchase
		Brand-Related EWOM and Service Failure
		Brand-Related Service Failure: Its Effects and Recovery Strategies
	Conclusions
	References
17 Opera as Luxury in Culture: The Marketing Impact of Digitalization
	Introduction
	The Assumption: Opera as a Luxury Product
	The Impact of Digitalization: 1) Widening the Market for (and Democratizing?) Opera
	The Impact of Digitalization: 2) the Role of Social Networks
	Conclusions and Managerial Implications
	References
Index