KOREASCHOLAR

OMNICHANNEL COMMUNICATION OF SUSTAINABILITY IN THE LUXURY FASHION SECTOR: A STRATEGY TO INCREASE CONSUMER BRAND ENGAGEMENT

Costanza Dasmi, Olga Nechaeva
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422495
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.480-483
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The paper examines how omnichannel communication of sustainability of luxury fashion brands enhance consumer brand engagement. We propose a multiple case study of four Italian high-end fashion brands. The study advances the literature on sustainable luxury fashion and omnichannel communication and offers guidelines for managers to effectively communicate sustainability.

Keyword
Luxury fashionBrand engagementOmnichannel communicateSustainability Reference available upon request
Author
  • Costanza Dasmi(University of Pisa, Italy)
  • Olga Nechaeva(University of Pisa, Italy)