Reinventing Fashion Retailing

Digitalising, Gamifying, Entrepreneuring

Eirini Bazaki, Vanissa Wanick

$99.95 $85.37

Hardback

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English

Palgrave Macmillan
02 January 2023

Sales & marketing; Retail sector

Series: Palgrave Studies in Practice: Global Fashion Brand Management

This book provides a comprehensive overview of digital trends, innovations, and strategies in fashion retailing. As consumers adopt new technologies and ways of shopping, fashion brands are constantly looking for ways to innovate and achieve digital transformation. Combining theory with practice, the authors take a deep dive into the impact of digital technologies on fashion brands communication and social media strategies; on consumer behaviour and customer participation strategies; and on entrepreneurship and e-tailing strategies.

The book covers topics such as Artificial Intelligence (AI), Virtual Reality (VR), Augmented Reality (AR), fashion recommender systems, virtual fitting rooms, customer models, gamification, online shopping, mobile-shopping, videogames, digital media and virtual worlds. The book also explores the concepts of cocreation, storytelling and interactivity in real-life crowdfunding campaigns and in the digital world.

Bringing a cutting-edge insight into the state of the fashion business, this book will help scholars and practitioners in fashion retailing, discover how to digitalise and gamify products, services, experiences and open new enterprising avenues through innovative strategies, leadership and management.

Edited by: Eirini Bazaki, Vanissa Wanick
Imprint: Palgrave Macmillan
Country of Publication: Switzerland
Edition: 1st ed. 2023
Dimensions: Height: 210mm, Width: 148mm,
Weight: 343g
ISBN: 9783031111846
ISBN 10: 3031111842
Series: Palgrave Studies in Practice: Global Fashion Brand Management
Pages: 140
Publication Date: 02 January 2023
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Active

Eirini Bazaki PhD is a digital marketing and branding specialist. Her research work is published in leading academic books and international journals in e-tailing, branding, luxury and fashion marketing. Eirini actively advises brands on how to build a strong brand identity, connect with customers and drive sales through digital channels. Vanissa Wanick PhD is a Design Researcher and Design Educator. Her research interests are multidisciplinary and include participatory design, emerging technologies and design thinking. Vanissa has more than 10 years of experience as a Design practitioner, working for several digital companies across the globe.