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Digital Luxury
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Digital Luxury
Transforming Brands and Consumer Experiences



May 2019 | 280 pages | SAGE Publications Ltd
The 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.
 
Introduction
 
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

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ISBN: 9781526458940
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