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Digital Luxury
ISBN-13:
9781526483560
Veröffentl:
2019
Seiten:
280
Autor:
Wided Batat
eBook Typ:
EPUB
eBook Format:
EPUB
Kopierschutz:
2 - DRM Adobe
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 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.
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.
IntroductionPart OneChapter 1: What does digital luxury experience stand for?Chapter 2: A new digital marketing strategy for luxury experience designChapter 3: Connecting with digital natives and sharing luxury experiences on social mediaPart TwoChapter 4: Immersive digital luxury experiencesChapter 5: Connected digital luxury experiencesChapter 6: Playful digital luxury experiencesChapter 7: Humanized digital luxury experiencesChapter 8: Prototyped digital luxury experiencesPart ThreeChapter 9: Switch to the experiential marketing mix (7Es) & design the ultimate digital luxuryChapter 10: From big data to immersive smart data insights into digital luxury experienceChapter 11: Phygital luxury consumption experiences: a new paradigmConclusion
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