Sustainable Digital Marketing for Fashion and Luxury Brands: Theory and Practice

This book critically examines the evolving fashion and luxury brand sector in the post-COVID-19 era, emphasizing the crucial need for sustainable digital marketing strategies and innovation. The book explores the dual commitment luxury brands face, balancing social and ethical responsibilities while preserving product quality, skill, and exclusivity. It explores how brands navigate internal capability development and engage in community projects to contribute positively to social causes. From the restructuring of luxury around digital communication to the transformative impact of technologies, the book dissects the challenges and opportunities. It addresses the essential resources, knowledge management, and organizational changes required for successful digital adoption, highlighting the confluence of sustainable orientation with technological and organizational shifts in the fashion and luxury sector. As luxury undergoes a paradigm shift, this book offers a comprehensive analysis of its sustainable evolution amidst the digital transformation.

Chapter 24 is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.

Wilson Ozuem is Professor of Digital Marketing & Innovation at the University for the Creative Arts, UK. ins general area of expertise lies in digital marketing and fashion marketing, while his specific research interest is understanding the impacts of emerging computer-mediated marketing environments (CMMEs) on the fashion industry.

Silvia Ranfagni is Associate Professor of Marketing at the Department of Economics and Management at the University of Florence, Italy. Her research interests include innovation, internationalization, and brand management with special reference to the fashion and cultural industry.

Cindy Millman is Professor of Business Innovation and Director of the Business School for the Creative Industries, University for the Creative Arts, UK. She undertakes research in SMEs with particular interest in exploring all aspects of entrepreneurial behaviour, especially in the context of internationalisation, innovation and market orientation.