The adoption of Web 2.0 by luxury fashion brands


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The adoption of Web 2.0 by luxury fashion brands

Vis færre oplysninger Bjørn-Andersen, Niels Hansen, Rina 2011-11-25 2012-10-06T08:52:05Z 2012-10-06T08:52:05Z 2012-10-06
dc.description.abstract This is a longitudinal study of the extent to which luxury fashion brands have struggled with the dilemma of on the one hand interacting with fans and customers online, while on the other hand retain the exclusivity, surprise, and innovation hype of the brand. We have developed a framework for assessing websites and social media sites of luxury fashion brands. We applied the framework in three empirical studies in 2006, 2008 and 2010. Our findings show that the observed luxury brands have increased their adoption of social and interactive digital Internet-based technologies since 2006. We also document some of the most interesting uses of Web 2.0 technologies fashion brands for creating an immersing and innovative environment online. While some brands like Burberry has gone „the full Monty‟, others like Prada has not had a functioning web-site since 2007, probably disappointed about their first attempts at „getting their feet wet‟ early on. The findings have theoretical relevance in the shape of the 8C framework, but it should also have relevance for practitioners, as it might function as a checklist for creators and management of fashion brand websites. en_US
dc.format.extent 13 en_US
dc.language eng en_US
dc.subject.other Web 2.0, en_US
dc.subject.other Fashion en_US
dc.subject.other Luxury en_US
dc.subject.other E-commerce en_US
dc.subject.other Interactive en_US
dc.subject.other Social media en_US
dc.subject.other 8C framework en_US
dc.subject.other Branding en_US
dc.subject.other Internet en_US
dc.title The adoption of Web 2.0 by luxury fashion brands en_US
dc.type cp en_US
dc.accessionstatus modt12okt06 lbjl en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Institut for IT-Ledelse en_US
dc.contributor.departmentshort ITM en_US
dc.contributor.departmentuk Department of IT Management en_US
dc.contributor.departmentukshort ITM en_US
dc.description.notes Paper presented at KMIS & Conf-IRM International Conference: Service Management and Innovation with Information technology. 12-14 June 2011. Soule, South Korea. en_US Auckland en_US
dc.publisher.year 2011 en_US

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