Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market.

Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

Brand Communication
Consumer Brand Engagement
Gender Fluidity
Mobile Commerce
Multichannel Retailing
Omnichannel Strategy
Social Identity
Social Media
User-Generated Content