Digital Luxury
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Digital Luxury

Transforming Brands and Consumer Experiences
 EPUB
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ISBN-13:
9781526483560
Einband:
EPUB
Seiten:
280
Autor:
Wided Batat
eBook Typ:
Adobe Digital Editions
eBook Format:
EPUB
Kopierschutz:
Adobe DRM [Hard-DRM]
Sprache:
Englisch
Beschreibung:

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. This exciting new text, the first on this timely subject, offers ways forward through a mixture of research and practice-led examples.



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.
Introduction

Part One

Chapter 1: What does digital luxury experience stand for?

Chapter 2: A new digital marketing strategy for luxury experience design

Chapter 3: Connecting with digital natives and sharing luxury experiences on social media

Part Two

Chapter 4: Immersive digital luxury experiences

Chapter 5: Connected digital luxury experiences

Chapter 6: Playful digital luxury experiences

Chapter 7: Humanized digital luxury experiences

Chapter 8: Prototyped digital luxury experiences

Part Three

Chapter 9: Switch to the experiential marketing mix (7Es) & design the ultimate digital luxury

Chapter 10: From big data to immersive smart data insights into digital luxury experience

Chapter 11: Phygital luxury consumption experiences: a new paradigm

Conclusion