KOREASCHOLAR

EVALUATING DIFFERENTIATION BETWEEN TWO NATIVE DIGITAL FASHION RETAIL BRANDS: ZALESKI AND MYSA - A MULTIPLE CASE STUDY

Julia Bego Siqueira, Victoria Marie Murakami, Viviane Moura Ferreira

LanguageENG
URLhttp://db.koreascholar.com/Article/Detail/435021

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Global Fashion Management Conference

2024 Global Fashion Management Conference at Milan (2024.07)
p.149

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

Keyword

Fashion retail Digitally native brand Brand community Marketing strategy On-demand production Customization Social media engagement

Author

Julia Bego Siqueira(FGV EAESP)
Victoria Marie Murakami(FGV EAESP)
Viviane Moura Ferreira(FGV EAESP)