The Fusion of Co-Branding and Digital Fashion: Transforming Smart Luxury Products in the Digital Era
In the evolving landscape of luxury products, co-branding strategies and digital fashion integration have become essential tools for enhancing brand value and consumer engagement. Smart luxury products, which incorporate advanced technology, require a unique blend of traditional craftsmanship and digital innovation to maintain exclusivity while catering to tech-savvy consumers. This chapter explores the strategic collaborations between luxury brands and technology firms, analysing their impact on brand equity, consumer perception, and market performance. It examines case studies of successful co-branding initiatives and evaluates the role of digital fashion in enhancing personalization and sustainability in luxury consumption. 2026, IGI Global Scientific Publishing. All rights reserved.
Co-Branding Strategies for Smart Luxury Products;pp.291-314
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https://doi.org/10.4018/979-8-3373-3010-5.ch008 https://www.scopus.com/pages/publications/105018282791?origin=resultslist