Description
Book SynopsisThe 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.
Table of ContentsIntroduction Part One Chapter 1: What does digital luxury experience stand for? Chapter 2: A new digital marketing strategy for luxury experience design Chapter 3: Connecting with digital natives and sharing luxury experiences on social media Part Two Chapter 4: Immersive digital luxury experiences Chapter 5: Connected digital luxury experiences Chapter 6: Playful digital luxury experiences Chapter 7: Humanized digital luxury experiences Chapter 8: Prototyped digital luxury experiences Part Three Chapter 9: Switch to the experiential marketing mix (7Es) & design the ultimate digital luxury Chapter 10: From big data to immersive smart data insights into digital luxury experience Chapter 11: Phygital luxury consumption experiences: a new paradigm Conclusion
