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...

Purpose This study examined the links between user-generated content (UGC), dissatisfied customers and second-hand luxury fashion brands. A central premise of luxury fashion brands is the perceived status and privilege of those who own such items. Despite their marketing logic emphasising...

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...