In response to the pressure for growth and worth efficiency, several brands have started a series of initiatives to boost their speed to plug and to implement property innovation in their core product design, manufacturing and provide chain processes. A basic challenge for many fashion brands is that, increasingly, they lag behind consumers’ expectations. The role of obtainer|the patron} has shifted from one amongst passive observance to enabled dominance. they’re not content with simply buying fashion merchandise; exponential growth at intervals the employment of digital fashion technologies has authorized them. they need to interact, belong, influence and be the brands from that they purchase. Informed, selective, and accountable , they care concerning but they appear publically and on social media, and regarding the perception of the products they buy and own. The overwhelming majority of shoppers use Modern Luxury channels before, throughout or once making their purchases.
This means that changing into a digitally-savvy whole won’t be thought-about a separate business. Instead it’ll a lot of and be basic to organisations and conjointly the total shopper-brand relationship. There aren’t associatey extent further} typical client segments, no more geographies, and no more one-size-fits-all solutions. Making and maintaining a productive luxury whole has several challenges. In rising markets like India, brands face extra challenges thanks to the smaller size of the market in addition as consumer’s general preference for worth over luxury. Supported a qualitative approach, the study aims to through empirical observation develop an analytical framework of the crucial success factors (CSFs) for luxury brands keeping in mind the distinctiveness of the emerging markets. This digital fashion study concerned semi-structured in-depth interviews with eighteen senior managers with varied expertise in luxury fashion industry, supported by secondary analysis corresponding to internal documents and media reports. The study identifies ten reticular CSFs, that are classified into 2 broad categories, i.e., Core CSFs and Augmentative CSFs. supported client maturity and whole status, four sorts of consumption patterns (aspirational, conspicuous, experiential, and heritage) for luxury brands are identified. Managers will use our CSF framework in conjunction with the consumption pattern matrix for economical luxury brand management.
But many wholes are still speculative the because of bridge the digital divide. Given what’s at stake the brand heritage and identity it is a very delicate path to tread. Any digital fashion manifestation of the whole from social platforms to third party distributors has to travel hand in hand with redefined brand values and should be tailored to the wants of the client . A misaligned or generic digital providing might alright widen the digital divide and even produce a threat to brand and reputation.