How fashion brands learned to click

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dc.contributor.author	Hansen, Rina
dc.date.accessioned	2011-11-25
dc.date.accessioned	2012-10-06T09:15:02Z
dc.date.available	2012-10-06T09:15:02Z
dc.date.issued	2012-10-06
dc.identifier.uri	http://hdl.handle.net/10398/8528
dc.description.abstract	Most luxury fashion brands have yet to develop a clear and focused integrated online strategy, as they have struggled with the dilemma of interacting with fans and customers online. We observed how 35 luxury fashion brands utilized social and interactive online technologies since 2006 by formulating a framework for assessing fashion websites and brand controlled social media sites. Our findings illustrate that the observed luxury brands have increased their adoption of social and interactive digital technologies since 2006, and that with the help of Web 2.0 technologies fashion brands can create an immersing and innovative environment online.The findings also have relevance for practitioners, as the developed 8C framework can function as a checklist for fashion brand website creation.	en_US
dc.format.extent	21	en_US
dc.language	eng	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	Web 2.0	en_US
dc.subject.other	8C framework	en_US
dc.subject.other	Branding	en_US
dc.subject.other	Fashion	en_US
dc.subject.other	Technology	en_US
dc.title	How fashion brands learned to click	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 Information Systems Research Seminar in Scandinavia, IRIS. 16-19 Aug 2011. Turku, Finland.	en_US
dc.publisher.city	Turku	en_US
dc.publisher.year	2011	en_US
dc.title.subtitle	A longitudinal study of the adoption of online interactive and social media by luxury fashion brands	en_US