Fabrizio Mosca - Böcker

In recent years, luxury goods markets have faced significant changes that have influenced both the dynamics of the competition, as well as their strategies. The principal changes include the following: new geographical market development, such as in the Far East, India, and some parts of Africa (these countries are added to a list of already relevant countries that are involved in luxury goods consumption, such as the Emirates, Russia, and South America);diffusion of new media and new technologies in communication, which is characterized by a high degree of interaction; the evolution of distribution channels is underway – these channels are moving towards new forms of integration that utilize both physical digital channels. This has forced firms to revise their strategies and implement multichannel marketing strategies to continue to operate in increasingly international markets that are characterized by increasingly more demanding and informed consumers.This book will enable readers to gain a clear insight into how the luxury goods market operates and amongst other things, focuses on: recent internet and social media strategies adopted by luxury companies and their brands;how luxury companies manage their communication and distribution channels to compete in the market and the impact of digital marketing on their competition;the main models of direct and indirect distribution in the digital channels;how consumers react to multichannel strategies;trends, social commerce and CSR and how luxury companies react;identifying the different social media strategies for luxury companies.

Recently, sustainability has become a focal point for companies across all sizes and sector, and the luxury industry is no exception. This shift reflects a growing awareness of the environmental, social, and community impacts of business activities. However, integrating sustainability into the luxury industry poses unique challenges due to the apparent mismatch between luxury and sustainability. While luxury often connotes indulgence and opulence, sustainability emphasizes altruism, ethical practices, and moderation, seemingly conflicting with traditional luxury values. This book, first attempts to resolve the abovementioned divergence between luxury and sustainability. Thanks to an in-depth analysis of the definition of luxury, the authors demonstrate that sustainability is in line with the young consumers’ idea of luxury. Moreover, leveraging a structured review, the book organizes the scientific production on sustainable luxury in the research area and explains the reasons for matching luxury and sustainability. Then this book also attempts to explain to what extent luxury brand companies are improving their commitment to sustainable actions. In this endeavor, the authors explore the fundamental issues within sustainable luxury and the integration of sustainability into the corporate business model. The explorations also include the companies’ efforts to communicate sustainability both offline and online with a focus on the themes and tools. Finally, this book offers a benchmark by providing the audience with several business cases. The discussion of case studies aims to meet the needs of a wide and varied audience, from university students to CSR managers looking to extract valuable insights and adapt them to their respective business contexts.

In recent years, luxury goods markets have faced significant changes that have influenced both the dynamics of the competition, as well as their strategies. The principal changes include the following: new geographical market development, such as in the Far East, India, and some parts of Africa (these countries are added to a list of already relevant countries that are involved in luxury goods consumption, such as the Emirates, Russia, and South America);diffusion of new media and new technologies in communication, which is characterized by a high degree of interaction; the evolution of distribution channels is underway – these channels are moving towards new forms of integration that utilize both physical digital channels.This has forced firms to revise their strategies and implement multichannel marketing strategies to continue to operate in increasingly international markets that are characterized by increasingly more demanding and informed consumers.This book will enable readers to gain a clear insight into how the luxury goods market operates and amongst other things, focuses on: recent internet and social media strategies adopted by luxury companies and their brands;how luxury companies manage their communication and distribution channels to compete in the market and the impact of digital marketing on their competition;the main models of direct and indirect distribution in the digital channels;how consumers react to multichannel strategies;trends, social commerce and CSR and how luxury companies react;identifying the different social media strategies for luxury companies.