This book re-evaluates the diffusion and positioning of fashion and luxury brands following the impact and disruption of digital transformations, particularly on existing omni-channel models and touchpoints and consumer behaviours. By exploring the importance of digital transformation and...

1 the key drivers of perceived omnichannel service quality in fashion -- 2 omnichannel retailing and brand equity: a new balance to achieve -- 3 opinion leaders, short videos and virtual communities in the fashion industry -- 4 fashion bloggers: temperament and characteristics -- 5 online brand...

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...