Harnessing Omni-Channel Marketing Strategies for Fashion and Luxury Brands

by Wilson Ozuem (Editor), Elena Patten (Editor), Yllka Azemi (Editor)

Overview

This book provides a contemporary theoretical insight into the fashion and luxury industry, addressing potential gray areas within the literature. The authors analyze the luxury and fashion industry using multiple perspectives, allowing for a critical comprehensive overview of the phenomenon across diverse streams. The book provides insight into fashion and luxury retailing in the context of both online and brick and mortar retailers based on a variety of market scenarios. It deciphers the rationale of customer behavioral and decision making in online and offline luxury and fashion purchasing contexts. It provides an overview of the challenges that the industry faces with the advent of the evolving omni-channel environment.

The multiple theoretical and practical nuances of the fashion and luxury industry are presented. In this sense, the book is a fundamental reference point for the students and academics. This book will be of interest to practitioners in the fashion and luxury retailing sectors. Also, many policy makers will find the conceptual and exploratory insight of this book relevant to their organizational and retailing policies. The new knowledge that is produced in this book is a ground breaker in the fashion and luxury literature. It offers insight from both theoretical and practical perspectives from both retailer and customer perspectives.

Product Details

ISBN-13:	9781627347402
Publisher:	Brown Walker Press
Publication date:	12/01/2019
Pages:	386
Product dimensions:	6.14(w) x 9.21(h) x 0.80(d)

About the Author

Wilson Ozuem's general area of expertise lies in digital marketing and fashion marketing. His specific research interest is how the understanding of emerging computer-mediated marketing environments (CMMEs) impacts on the fashion industry. Prof Ozuem is acknowledged as one of the international leaders in the study of digital marketing and multichannel retailing. His research has been published in key journals, including the European Journal of Marketing, Journal of Business Research, International Journal of Market Research

Elena Patten is a Professor in Fashion Management at Macromedia University of Applied Sciences, Stuttgart (Germany) and a retail expert with over 15 years of international experience in the fashion retailing industry. She has served as a consultant and advisor to marketers in the areas of multichannel retailing and branding.

Yllka Azemi is an Assistant Professor of Marketing in the School of Business and Economics, Indiana University Northwest. Her research interests include online service failure and recovery strategies, social media marketing, and consumer behaviour. Dr Azemi research has been published in the Journal of Business Research, and Qualitative Market Research: An International Journal.

Table of Contents

Foreword by Bruno Mascitelli..xv

Foreword by Nuri Wulandari.. xvii

Chapter 1

Omni-Channel Purchasing Behaviour and Service Quality..1

Elena Patten

Chapter 2

Social Media Ecosystems: The Millennial Brand Perceptions..23

Guida Helal and Wilson Ozuem

Chapter 3

Social Media and Purchase Intentions: Strategic

Marketing Implications..83

Ali Usman and Sebastian Okafor

Chapter 4

A Store-Driven Luxury Fashion Omni-Channel Retailer:

Emerging Practices from Luisaviaroma ..107

Silvia Ranfagni and Danio Berti

Chapter 5

Enhancing Online Brand Relationship Performance:

Insights and Reflections..129

Michelle Willis, Wilson Ozuem and Raye Ng

Chapter 6

Social Media Managed Brand Communities..157

Guida Helal

Chapter 7

Omni-Channel Purchasing Behaviour: Issues and Insights..199

Elena Patten

Chapter 8

Online Service Failure, Recovery Strategy and Customer Retention..225

Dipen Rai and Kenneth Appiah

Chapter 9

Social Media Marketing in Fashion Brands: Communication

and Consumption Trajectories..247

Md Nazmul Islam and Vivek Chitran

Chapter 10

Navigating Luxury Brands Ecosystems: Evidence from

Conceptual Marketing..273

Yllka Azemi, Wilson Ozuem, and Ana Hobson

Chapter 11

Understanding Brand Loyalty in the Luxury Smartphones Industry:

Some Antecedents and the Moderating Role of

Switching Behaviour..291

Dominic Appiah, Kerry Howell and Geoff Lancaster

Chapter 12

Building Brands Together: Online Brand Community

and Commitment in the Luxury Fashion Industry..321

Jianqiong Xu and Wilson Ozuem

Chapter 13

Online Service Failure and Recovery Strategies:

Creative Insights and Strategies..337

Samuel Ayertey, Gordon Bowen and Maxwell Ayertey Banor

About the Contributors..361

Editorial Reviews

This book showcases stimulating contributions from seasoned scholars and practitioners in the field of omnichannel fashion retailing. Two things make this book stand out from competing textbooks in the field. First, it provides current insights and debates from key commentators and helps students to understand theoretical complexities in emerging computer-mediated marketing environments. Second, it smartly incorporates both theories and applications and helps students to enrich their conceptual development.

-Professor Lucia Varra, University of Florence, Italy



The book Harnessing Omni-Channel Marketing Strategies for Fashion and Luxury Brands is a must-read for any practitioner in the fashion and luxury industry who wants to evolve their company from analogue to digital. The book offers insights into the current state of research combined with the latest trends in digital marketing.

-Nina Knaudt, Founder and Owner Rianna-Nina



The way to run a fashion-related company has changed tremendously over recent years. The book provides very valuable insights into how to deal with emergent challenges in the marketplace, and how to develop a successful omni-channel strategy. It also helped me to understand the purchasing behaviour of so-called ‘millennial’-customers and how to set-up effective social media communications with our customers.

-Oliver Heuchert, Centre Manager at McArthurGlen Group



Brand is an essential part of all business activity. This book expertly links the marketing strategy of branding in the digital age of social media to our choices within the context of multi-channelling. We learn how complex omni-channel approaches are in influencing our fashion and luxury brand choices, furthering our understanding of the positives and negatives of digital based branding choices both societally and individually. Very useful as a textbook or library reference book with all terms clearly defined.

-Professor Ruth Taplin, Editor, Interdisciplinary Journal of Economics and Business Law (IJEBL), Featured Routledge author and visiting professor globally



This book is indispensable to whom which to know more about how marketing could leverage the fashion and luxury brands, with a special focus on digital, but without forgetting the offline. Do not lean over only about the present, but also unveils marketing tendencies and applications to the two areas in focus.

Professor José Duarte Santos, Editor Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries

From the Publisher