Digital transformation has fundamentally redefined consumers’ expectations and needs in the ever-changing computer-mediated marketing environment. Yet, the influence of digital transformation on the behaviour of fashion and luxury brand consumers remains overlooked. While some brands have embraced the integration of multiple digital tools and systems and have successfully combined human and automation systems to deliver interactive and engaging experiences, others still face significant challenges in doing so.This book re-evaluates the diffusion and positioning of fashion and luxury brands following the impact and disruption of digital transformations, particularly on existing omni-channel models and touchpoints and consumer behaviours. By exploring the importance of digital transformation and discussing the benefits and challenges it has created for the fashion industry, this book provides insights into the role of various digital technologies, systems and strategies in generating and maintaining brand value and equity, customer engagement and experiences and connecting the marketplace and market-space. weiterlesen