Del i serien Palgrave Studies in Practice: Global Fashion Brand Management

Reinventing Fashion Retailing

Digitalising, Gamifying, Entrepreneuring

Inbunden, Engelska, 2023

AvEirini Bazaki,Vanissa Wanick

749 kr

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This book provides a comprehensive overview of digital trends, innovations, and strategies in fashion retailing.

Produktinformation

Utgivningsdatum2023-01-02
Mått148 x 210 x 16 mm
Vikt346 g
FormatInbunden
SpråkEngelska
SeriePalgrave Studies in Practice: Global Fashion Brand Management
Antal sidor140
FörlagSpringer International Publishing AG
ISBN9783031111846

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Eirini Bazaki PhD is a digital marketing and branding specialist. Her research work is published in leading academic books and international journals in e-tailing, branding, luxury and fashion marketing. Eirini actively advises brands on how to build a strong brand identity, connect with customers and drive sales through digital channels. Vanissa Wanick PhD is a Design Researcher and Design Educator. Her research interests are multidisciplinary and include participatory design, emerging technologies and design thinking. Vanissa has more than 10 years of experience as a Design practitioner, working for several digital companies across the globe.

Chapter 1: Helping Online Fashion Customers Help Themselves: Personalised Recommender Systems.- Chapter 2: Brand storytelling, gamification and social media marketing in the “metaverse”: a case study of The Ralph Lauren Winter Escape.- Chapter 3: The use of Augmented Reality to enhance consumer experience: the case of Kohl’s Snapchat Virtual Closet and Sephora Virtual Artist.- Chapter 4: Skins in the Game: Fashion Branding and Commercial Videogames.- Chapter 5: Becoming a Fashion Blogger Entrepreneur: The Case of Chiara Ferragni.- Chapter 6: Crowdfunding Nascent Fashion Brands.