Digital transformation for fashion and luxury brands: theory and practice

Ozuem, Wilson ORCID logo ORCID: , Ranfagni, Silvia and Willis, Michelle ORCID logo ORCID: , eds. (2024) Digital transformation for fashion and luxury brands: theory and practice. Palgrave Macmillan, Cham, Switzerland.

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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 discussing the benefits and challenges it has created for the fashion industry, this book provides insights into the role of various digital technologies, systems and strategies in generating and maintaining brand value and equity, customer engagement and experiences and connecting the marketplace and marketspace. Chapter 16 is available open access under a Creative Commons Attribution 4.0 International License via Springer Link.

Item Type: Book
Publisher: Palgrave Macmillan
ISBN: 9783031355882
Departments: Institute of Business, Industry and Leadership > Business
Additional Information: Wilson Ozuem, Professor (Associate) of Digital Marketing and Innovation, Institute of Business, Industry and Leadership, University of Cumbria, UK. Michelle Willis completed PhD in ‘Customer loyalty and online brand communities in the luxury sector’ at the University of Cumbria, UK. Chapter 16 'Globalisation versus deglobalisation in the fashion industry' by Gordon Bowen and Richard Bowen is licensed under the terms of the Creative Commons Attribution 4.0 International License (, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Depositing User: Anna Lupton
Date Deposited: 18 Apr 2023 16:00
Last Modified: 21 May 2024 09:18


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