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Digital luxury

In: Luxury Fashion Branding

Author

Listed:
  • Uche Okonkwo

Abstract

Technology has definitely changed the landscape of consumer behaviour and the way business is conducted, including luxury fashion management. The impact of the digital revolution on consumers in the last ten years is overwhelming. The Internet has empowered consumers more than ever before and has elevated their product and brand expectations. The Internet also provides online consumers with instant information, and lower switching costs in terms of time, information, product comparison and purchase. As a result, the task of retaining the attention and loyalty of consumers has also become more challenging.

Suggested Citation

  • Uche Okonkwo, 2007. "Digital luxury," Palgrave Macmillan Books, in: Luxury Fashion Branding, chapter 6, pages 178-224, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-59088-5_7
    DOI: 10.1007/978-0-230-59088-5_7
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