Publication type: Book part
Title: Mastering the digital transformation as a heritage luxury fashion brand
Authors: Duma, Fabio
Labati, Florence
Brunetti, Gianluca
Gadgil, Maya
et. al: No
DOI: 10.3917/maorg.037.0033
Published in: Marché et Organisations
Pages: 33
Pages to: 54
Issue Date: 2020
Publisher / Ed. Institution: Editions L' Harmattan
ISSN: 1953-6119
2264-525X
Language: English
Subject (DDC): 658.8: Marketing management
Abstract: Digital transformation presents the world of fashion and luxury with new challenges. Especially the relationship between luxury brands, digital technology and the Internet is an intricate one. Disruptive innovations driven by information technology are forcing luxury fashion brands to adapt and future-proof business models must make use of digital technologies and e-business concepts in order to adapt to changing consumer behavior. However, what might be seen as obvious for large, multinational companies or for recent start-ups does come with various challenges in the case of small and medium-sized heritage luxury brands with decades, or, in some cases, centuries of history and a culture as well as a reputation tied to it. The present case study examines how a traditional Swiss heritage luxury fashion brand chose to react to the digital transformation and derives insights and recommendations for similar companies.
Further description: Beitrag in Band 37: Rethinking Luxury Business
URI: https://digitalcollection.zhaw.ch/handle/11475/20132
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: International Management Institute (IMI)
Appears in Collections:Publikationen School of Management and Law

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