Sustainable digital marketing for fashion and luxury brands: theory and practice

Ozuem, Wilson ORCID: https://orcid.org/0000-0002-0337-1419 , Ranfagni, Silvia and Millman, Cindy, eds. (2025) Sustainable digital marketing for fashion and luxury brands: theory and practice. Palgrave Macmillan, Cham, Switzerland.

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Abstract

This book critically examines the evolving fashion and luxury brand sector in the post-COVID-19 era, emphasizing the crucial need for sustainable digital marketing strategies and innovation. The book explores the dual commitment luxury brands face, balancing social and ethical responsibilities while preserving product quality, skill, and exclusivity. It explores how brands navigate internal capability development and engage in community projects to contribute positively to social causes. From the restructuring of luxury around digital communication to the transformative impact of technologies, the book dissects the challenges and opportunities. It addresses the essential resources, knowledge management, and organizational changes required for successful digital adoption, highlighting the confluence of sustainable orientation with technological and organizational shifts in the fashion and luxury sector. As luxury undergoes a paradigm shift, this book offers a comprehensive analysis of its sustainable evolution amidst the digital transformation.

Item Type:	Book
Publisher:	Palgrave Macmillan
ISBN:	9783031824678 / 9783031824661 / 9783031824692
Departments:	Institute of Business, Industry and Leadership > Business
Additional Information:	Chapter 24 is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.
Depositing User:	Anna Lupton
Date Deposited:	13 Jun 2025 11:02
Last Modified:	17 Jun 2025 09:45
URI:	https://insight.cumbria.ac.uk/id/eprint/8921

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