This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories.
The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement.
An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.
Author(s): Wilson Ozuem, Silvia Ranfagni
Publisher: Palgrave Macmillan
Year: 2021
Language: English
Pages: 491
City: Cham
Foreword by Teodora Sevastakieva
Foreword by Nicola Antonelli
Preface
Acknowledgements
Contents
Notes on Contributors
List of Figures
List of Tables
Part I The Question of Marketspace and Marketplace
1 The Key Drivers of Perceived Omnichannel Service Quality in Fashion
Introduction
Theoretical Context
The Concept of Integration
Integration of Assortment
Pricing and Promotions
Fulfilment
The Omnichannel Customer Journey
Perceived Service Quality in Omnichannel Retailing
An Omnichannel Retailing Service Quality Conceptualization
Omnichannel Customer Service Perception
Omnichannel Customer Typology
Managerial Implications and Recommendations
References
2 Omnichannel Retailing and Brand Equity: A New Balance to Achieve
Introduction
From Multichannel to Omnichannel Retailing
Omnichannel Retailing: An Overview
Building and Managing CBBE in Omnichannel Retailing
Luxury Fashion and Omnichannel Retailing: Emerging Issues and Final Remarks
References
3 Opinion Leaders, Short Videos and Virtual Communities in the Fashion Industry
Introduction and Overview
What Are Opinion Leaders, Virtual Communities and Short Videos?
Opinion Leaders
Virtual Communities
Definition
Characteristics
Categories
Members
Short Videos
The Development of Virtual Communities
Changes in Consumers’ Information Environment
Consumers in a Virtual Community
Opinion Leaders in Social Commerce
Virtual Brand Communities
Characteristics and Development of the Short-Video Industry
The Development of Short Videos
Short Videos and Virtual Communities
Customization of Video Content
Selection of Brand Influencers
Social Platform and Multidimensional Communications
Conclusion
Further Readings
4 Fashion Bloggers: Temperament and Characteristics
Introduction
Theoretical Framework
Fashion Blogging
Characteristics of Fashion Bloggers on Social Media (Instagram)
Opinion Leaders and Influencers
Finding Trendsetters
Viral Marketing
Political Domain
Social Issues
Emotional and Sentiment Analysis
Language and Politics of the Fashion Blogger
Psychology of the Blogger
Implications
Conclusion
Research Limitations and Future Research
References
Part II Online Brand Communities and Customer Relationships
5 Online Brand Communities, Customer Participation and Loyalty in the Luxury Fashion Industry: Strategic Insights
Introduction
Luxury Fashion and OBCs
Customer Participation in OBCs
Goals and Trajectories in OBCs
Effect of Customer Participation on the Value of OBCs
Social Identification and Commitment
Dichotomies: Passive and Active Participation
Customer Participation Filter Model
Participation Effort
Participants’ Intended Audience
Brand Mentions
Conclusion and Future Outlook
Recommended Further Reading
6 Maintaining a Creative Brand Image in an Omnichannel World
Introduction
Brand and Creative Brand Image
IMC and Creative Brand Image
Creativity in the Fashion Industry
Motivational Theories of Creativity
Radical Versus Incremental Creativity
Managing the Creative Organization
Creativity and Luxury Fashion Brands
Encouragement of Creative Contributions
Conclusion and Managerial Implications
Suggestions for CIMC Management
References
7 Online Brand Communities and Brand Loyalty: Toward a Social Influence Theory
Introduction
The Millennial Generation
Theoretical Foundation and Context
OBCs
Online Consumer Engagement
Attitudinal and Behavioural Loyalty
Social Influence Theory
Discussion: Millennial Customer Loyalty Conceptualisation
Status Loyalists (High Loyalty–High Engagement)
Follower Loyalists (Low Loyalty–High Engagement)
Brand Loyalists (High Loyalty–Low Engagement)
Price Loyalists (Low Loyalty–Low Engagement)
Conclusion and Future Outlook
References
8 Exploring the Emergence of Luxury Smartphones and Switching Behaviour
Introduction and Context
Conceptual Clarification of Luxury Brands
Innovation and Disruption
Luxury Smartphones and Brand Loyalty
Behavioural and Attitudinal Loyalty
Brand Switching from Social Influence Theory Perspective
Functional Utility and Consumer Switching Behaviour
Brand Switching from Social Mobility Perspective
Conclusions and Managerial Implications
References
9 Digital Marketing in Luxury Fashion: From Crisis to Strength
Introduction
Digital Marketing
The Technology Behind Digital Marketing
Digital Marketing Strategy
Luxury Fashion and Digital Transformation
Key Strategies for Luxury Fashion
Setting Objectives
Customer Focused Strategy
Importance of Social Media
Conclusion
References
10 The Effect of Social EWOM on Consumers’ Behaviour Patterns in the Fashion Sector
Introduction
Theoretical Framework and Conceptual Model
Empirical Research
Data Collection
Sample Characteristics
Research Results
Discussion and Implications
Conclusion
References
11 Online Service Failure and Recovery Strategies: Examining the Influences of User-Generated Content
Introduction and Background
Theoretical Context
The Fashion Industry
Service Failure and Service Recovery
Strategies to Recover Online Service Failures
Conclusions and Managerial Implications
Key Terms and Definitions
References
12 Building a Sustainable Brand Image in Luxury Fashion Companies
Introduction and Overview
Theoretical Context
Luxury and Sustainability
The Consumer Perspective
The Salvatore Ferragamo Case and the Research Objective
The Methodological Approach: Netnography and Text Mining
Results: Similarities and Discrepancies Between the Perceived Image and the Conveyed Identity
Conclusion and Future Outlook
References
Part III Complexities and Possibilities: Tactics and Strategies
13 Becoming Digital: The Need to Redesign Competences and Skills in the Fashion Industry
Introduction
Literature Overview
Digital Factory and Digital Fashion: Characteristics and Processes
Digital Fashion Processes
Skills and Competences in the Digital Fashion Industry
The Proposed Model
Significant Roles and Related Skills in Digital Fashion Processes
Sourcing: Knowledge Source Development and Material Source Development
Manufacturing
Retail and Multichannel Marketing
A Summary of the Changes to Position Characteristics in the Digital Fashion Industry
Unskilled/Low-Skilled Jobs
Lower-Level Management Jobs
Professional Jobs
Management Jobs
The Impact of the Digital Fashion Industry on HRM
Recruitment and Selection
Appraisal
Remuneration
Career
Training
Conclusions: The Challenges for Businesses and the Education System
References
14 Luxury Fashion in the Chinese Marketplace and the New Online Channels: An Emerging Perspective
Introduction
Literature Review
Luxury Fashion in the Online Marketplace: The Evolution of Customers’ Shopping Trends
Luxury and Fashion and the Chinese Online Marketplace: The Triple D Paradigm
Luxury and Fashion and the Chinese Marketplace Orientation
Discussion and Concluding Remarks for a Future Research Agenda
References
15 Managing Online Touchpoints for a Consistent Customer Experience: Cases from Fashion Retailing
Introduction
Online Versus in-Store Customer Experience: Theoretical Background
What Is the Customer Experience?
Online Customer Experience: Theoretical Framework
The in-Store Customer Experience: Key Theoretical Elements
An Effective Customer Journey Across Touchpoints
Definition of Touchpoints in the Customer Journey
Review of Studies on Touchpoint Importance
Focus on Online Touchpoints
The Role of Online Touchpoints in Delivering an Effective in-Store Customer Experience: Cases from Fashion and Luxury Brands
Omnichannel Customer Experience and the Luxury Sector: The Strategic Importance of the Store
Channel Integration: Services and Technologies to Deliver Omnichannel Experience
Case Studies: Shaping Technologies for the Brand’s Purposes
Delivering Customer Experience in the Digital Environment: Best Practices in Luxury and Fashion Retailing
Digital Technologies as Drivers of Change in Luxury Markets: Emerging Trends and Challenges
Designing an Exclusive Digital Marketspace: Online Communication Through IT Technologies
Best Practice for Online Experience Management
Future Challenges in Managing Customer Experience For Luxury Brands
References
16 Leveraging EWOM on Service Failure Recovery Strategy: An Insight into the Brand Perspective
Introduction
EWOM Fostered by UGC, and Service Failure and Recovery Strategies
UGC and EWOM
EWOM and Consumers’ Intention to Purchase
EWOM and Service Failure
The Effects of Negative EWOM
Service Failure and Recovery Strategies
Brand-Related EWOM, Service Failure, and Recovery Strategies
Brand-Related EWOM and UGC
Brand-Related EWOM and Consumers’ Intention to Purchase
Brand-Related EWOM and Service Failure
Brand-Related Service Failure: Its Effects and Recovery Strategies
Conclusions
References
17 Opera as Luxury in Culture: The Marketing Impact of Digitalization
Introduction
The Assumption: Opera as a Luxury Product
The Impact of Digitalization: 1) Widening the Market for (and Democratizing?) Opera
The Impact of Digitalization: 2) the Role of Social Networks
Conclusions and Managerial Implications
References
Index
