Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Duma, Fabio | - |
| dc.contributor.author | Gadgil, Maya | - |
| dc.date.accessioned | 2020-06-04T10:26:13Z | - |
| dc.date.available | 2020-06-04T10:26:13Z | - |
| dc.date.issued | 2019 | - |
| dc.identifier.issn | 2288-825X | de_CH |
| dc.identifier.uri | https://digitalcollection.zhaw.ch/handle/11475/20109 | - |
| dc.description.abstract | Small, independent and privately owned luxury companies face a number of challenges in today’s globalized and increasingly digitalized luxury market dominated by big luxury groups. However, the Internet and Social Media also create new opportunities. They enable luxury brands with limited resources to reach out to an international clientele and build brand awareness. Moreover, new channels and platforms allow for multifaceted storytelling, interactive communication with customers and data analysis for quick and continuous learning and improvement of strategies. While many luxury brands have long struggled in the digital sphere, which in many cases represents the exact opposite (e.g. openness, accessibility, dynamic change, etc.) of what luxury stands (or stood) for, a growing number of young and daring luxury brands with no legacy and heritage, embraces digital technology as an important, if not vital part of their business model from day one. Given the often high investment needed to start and sustain a company in the luxury segment, “born digital” luxury start-ups need to show a great deal of creativity, pragmatism, flexibility and a good sense for the actual tastes and preferences of their globally dispersed target group in order to be successful and cut out their share of the market in due time and despite fierce competition. By analyzing the case of VAULT, a Swiss luxury watch brand founded in 2014, the present study explores the main challenges of the young luxury brand with regards to positioning, communication, distribution and business development and the role of the Internet and Social Media for the company’s success. By deriving recommendations for similar brands, the study aims at a practical, but also a theoretical contribution. | de_CH |
| dc.language.iso | en | de_CH |
| dc.publisher | Global Alliance of Marketing & Management Associations | de_CH |
| dc.relation.ispartof | Global Fashion Management Conference | de_CH |
| dc.rights | Licence according to publishing contract | de_CH |
| dc.subject.ddc | 658.8: Marketingmanagement | de_CH |
| dc.title | Breaking the rules of luxury : decoding a born digital niche watch brand’s recipe for success in a competitive market | de_CH |
| dc.type | Konferenz: Paper | de_CH |
| dcterms.type | Text | de_CH |
| zhaw.departement | School of Management and Law | de_CH |
| zhaw.organisationalunit | International Management Institute (IMI) | de_CH |
| dc.identifier.doi | 10.15444/GFMC2019.05.08.02 | de_CH |
| zhaw.conference.details | 2019 Global Fashion Management Conference at Paris, Paris, France, 11-14 July 2019 | de_CH |
| zhaw.funding.eu | No | de_CH |
| zhaw.originated.zhaw | Yes | de_CH |
| zhaw.pages.end | 564 | de_CH |
| zhaw.pages.start | 554 | de_CH |
| zhaw.publication.status | publishedVersion | de_CH |
| zhaw.publication.review | Peer review (Publikation) | de_CH |
| zhaw.author.additional | No | de_CH |
| zhaw.display.portrait | Yes | de_CH |
| Appears in collections: | Publikationen School of Management and Law | |
Files in This Item:
There are no files associated with this item.
Show simple item record
Duma, F., & Gadgil, M. (2019). Breaking the rules of luxury : decoding a born digital niche watch brand’s recipe for success in a competitive market [Conference paper]. Global Fashion Management Conference, 554–564. https://doi.org/10.15444/GFMC2019.05.08.02
Duma, F. and Gadgil, M. (2019) ‘Breaking the rules of luxury : decoding a born digital niche watch brand’s recipe for success in a competitive market’, in Global Fashion Management Conference. Global Alliance of Marketing & Management Associations, pp. 554–564. Available at: https://doi.org/10.15444/GFMC2019.05.08.02.
F. Duma and M. Gadgil, “Breaking the rules of luxury : decoding a born digital niche watch brand’s recipe for success in a competitive market,” in Global Fashion Management Conference, 2019, pp. 554–564. doi: 10.15444/GFMC2019.05.08.02.
DUMA, Fabio und Maya GADGIL, 2019. Breaking the rules of luxury : decoding a born digital niche watch brand’s recipe for success in a competitive market. In: Global Fashion Management Conference. Conference paper. Global Alliance of Marketing & Management Associations. 2019. S. 554–564
Duma, Fabio, and Maya Gadgil. 2019. “Breaking the Rules of Luxury : Decoding a Born Digital Niche Watch Brand’s Recipe for Success in a Competitive Market.” Conference paper. In Global Fashion Management Conference, 554–64. Global Alliance of Marketing & Management Associations. https://doi.org/10.15444/GFMC2019.05.08.02.
Duma, Fabio, and Maya Gadgil. “Breaking the Rules of Luxury : Decoding a Born Digital Niche Watch Brand’s Recipe for Success in a Competitive Market.” Global Fashion Management Conference, Global Alliance of Marketing & Management Associations, 2019, pp. 554–64, https://doi.org/10.15444/GFMC2019.05.08.02.
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.