Digital luxury : transforming brands and consumer experiences /
Wided Batat.
- London : SAGE Publications, 2019.
- xvi, 258 pages : illustrations
The digital luxury experience revolution. What does digital luxury experience stand for? ; A new digital marketing strategy for luxury experience design ; Connecting with digital natives and sharing luxury experiences on social media -- Realms of the digital luxury experience. Immersive digital luxury experiences ; Connected digital luxury experiences ; Playful digital luxury experiences ; Humanized digital luxury experiences ; Prototyped digital luxury experiences -- Digital luxury experience : what's next? Switch to the experiential marketing mix (7Es) and design the ultimate digital luxury experience ; From big data to immersive smart data : insights into digital luxury experience ; Phygital luxury consumption experiences : a new paradigm.
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.