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Surfing the Waves of New Marketing in Luxury Fashion: The Case of Online Multi-brand Retailers

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Advances in Digital Marketing and eCommerce (DMEC 2020)

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Abstract

The digital environment as a context and set of tools for marketers’ actions is the subject of considerable and growing interest in literature. The phenomenon is significant in many industries, with specificity within particular sectors in which, as in luxury fashion, the development of the online market has been particularly significant over the years. This article explores the case of online multi-brand retailers in the luxury fashion and the new marketing that characterizes their business model. Online technologies are general purposes, but the fields of application and the use of tools can have different effects in particular contexts, where companies that form a specific type of player operate. The paper presents the case of an online multi-brand retailer operating in the luxury fashion sector, a strategic group consisting of a few dozen players globally. The case of one of these companies, based in Italy, is then examined as a success story and shows new marketing strategies and specific capabilities as key aspects of the business model.

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Author information

Authors and Affiliations

  1. Department of Economics and Management, University of Florence, Via delle Pandette 9, 50127, Florence, Italy

    Simone Guercini & Matilde Milanesi

  2. ISEM, Fashion Business School, University of Navarre, Marquesado de Santa Marta 3, 28027, Madrid, Spain

    Pedro Mir-Bernal

  3. Department of Economics, University of Perugia, Via Pascoli 20, 06123, Perugia, Italy

    Andrea Runfola

Authors
  1. Simone Guercini
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  2. Matilde Milanesi
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  3. Pedro Mir-Bernal
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  4. Andrea Runfola
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Corresponding author

Correspondence to Simone Guercini .

Editor information

Editors and Affiliations

  1. Department of Business Administration 1, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. School of Management and Marketing, University of Tasmania, Sandy Bay, TAS, Australia

    Steven D'Alessandro

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Guercini, S., Milanesi, M., Mir-Bernal, P., Runfola, A. (2020). Surfing the Waves of New Marketing in Luxury Fashion: The Case of Online Multi-brand Retailers. In: Martínez-López, F.J., D'Alessandro, S. (eds) Advances in Digital Marketing and eCommerce. DMEC 2020. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-47595-6_25

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