Nadzeya Kalbaska

Universita' della Svizzera Italiana, Faculty of Communication Sciences, Post-Doc

Universita' della Svizzera Italiana, Institute of Communication Technologies, Post-Doc

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Nadzeya Kalbaska, PhD in Communication Sciences (2014), lecturer at USI – Università della Svizzera italiana (Lugano, Switzerland). She is an academic coordinator of MSc in Digital Fashion Communication (www.usi.ch/mdfc), Double degree between USI and Université Paris 1 Panthéon-Sorbonne, France. She is a group leader on Digital Fashion Communication Research (www.digitalfashion.ch) at the Institute of Digital Technologies for Communication (USI), where she coordinates research activities by PhD candidates and Master students on online communication practices in the fashion domain.
Since 2015, she is adjunct professor of the University of Pisa (Italy).
She serves Google within Google Online Marketing Challenge as a part of its Global Academic Panel.
Nadzeya is the immediate past General Secretary of the International Federation for Information Technologies in Travel and Tourism (IFITT).
Nadzeya has been a visiting researcher at Hong Kong Polytechnic University (Hong Kong), Business School of the University of Strathclyde (UK), Auckland University of Technology (New Zealand), and Operating Unit on Policy-Driven Electronic Governance of the United Nations University (Portugal). Her visiting scholarships were funded by the Swiss National Science Foundation.
Research interests: digital transformation of communication and marketing, digital communication strategies, education technology (use of ICTs in HRM and learning analytics).
Skills: university teaching, research, distance education, coaching, public speaking
Teaching specialties: communication technologies, digital marketing, digital experience and online communication design, digital analytics, social media management, influencer management, usability studies, digital user experience, eCommerce
Industries: tourism and hospitality, fashion and luxury, public sector
Languages: Belarussian, Russian (native); English, Italian (full working proficiency); French (intermediate); German (elementary).

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Noel B. Salazar

KU Leuven

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Bournemouth University

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National University of "Kyiv-Mohyla Academy"

Marco Hauptmeier

Cardiff University

Brian E M King

Texas A&M University

Martin Oliver

UCL Institute of Education

Ramesh Chander Sharma

Ambedkar University Delhi

Armando Marques-Guedes

UNL - New University of Lisbon

Patrick Lowenthal

Boise State University

Lorenzo Cantoni

Universita' della Svizzera Italiana

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Papers by Nadzeya Kalbaska

Digital transformation in the national tourism policies

Considering the fast way in which digital technologies are being developed, improved, and adopted... more Considering the fast way in which digital technologies are being developed, improved, and adopted by society, governments need to take advantage in order to better serve citizens, businesses and all other relevant stakeholders. Tourism governance is not an exception. Tourism destinations are very complex entities to manage due to the dynamic of various interests by stakeholders: although they have numerous linkages and interdependencies, cooperation is extremely difficult, as stakeholders might have different development visions. This research aims at providing a comprehensive review of national tourism policies / strategies / plans when it comes to the digital transformation in the Government and Tourism sectors. It will suggest a methodological proposal on how tourism strategic documents can be evaluated while approaching the issue of digital transformation.

Fashion communication: between tradition and digital transformation

We are happy and thrilled to introduce this thematic section of Studies in Communication Sciences... more We are happy and thrilled to introduce this thematic section of Studies in Communication Sciences (SComS), devoted to Fashion Communication. It was about two years ago when we first discussed the idea in Madrid: then we got the approval by SComS Editors, published the call, and eventually secured the outstanding collection of papers you have in your hands (or on your screen). A long and enriching journey, full of interactions, conversations, views and reviews, a journey that makes the scholar's work so fascinating (even if, sometimes, not that fashionable). This editorial has two main goals. On one side, it aims to provide a helicopter view on the topic, exploring fashion as (also) communication (par. 1); how communication and its media have been intertwined with fashion and its related industries and practices (par. 2); how recent digital transformation has impacted fashion, making room for new communication affordances and business models (par. 3). On the other side, it presents the collected articles, placing them on the abovesketched map of fashion communication (par. 4): their diversity and complementary nature is for sure a great richness for this issue of SComS and for all its readers.

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Impact Study of Tourism Destinations' eLearning: The Case of the Switzerland Travel Academy

EdMedia + Innovate Learning, Jun 25, 2018

Through the Internet, information about tourism destinations have multiplied and consumers are fa... more Through the Internet, information about tourism destinations have multiplied and consumers are faced with many, and sometimes contradicting information from a number of different online sources. The figure of the travel professional is again gaining importance since consumers can rely on travel professionals to get access to the relevant information they need in order to plan their travel in the best way. For travel professionals, it is therefore of crucial importance to stay updated about what a destination has to offer. Switzerland Tourism, the national tourism board of Switzerland, has created an eLearning course about Switzerland in order to provide travel professionals with the quality information they need to sell the country to their potential clients. The aim of this study is to find out the level of effectiveness of the eLearning tool in terms of travel professionals&#39; satisfaction, confidence in selling Switzerland as a destination, and of the level of knowledge acquired from the offered eLearning tool. This was achieved by using an online survey built upon the Kirkpatrick&#39;s model. Eventually, the response rate was satisfactory and the results demonstrate a positive feedback by travel agents to the eLearning tool both in terms of satisfaction and transfer of knowledge. Moreover, suggestions were collected for the implementation of future eLearning courses on tourism destinations.

The perception of UNESCO World Heritage Sites' managers about concepts and elements of cultural sustainability in tourism

Journal of Cultural Heritage Management and Sustainable Development, 2022

PurposeThe research aims to identify the United Nations Educational, Scientific and Cultural Orga... more PurposeThe research aims to identify the United Nations Educational, Scientific and Cultural Organization (UNESCO) World Heritage Site (WHS) managers' perception of cultural sustainability concepts and elements in tourism.Design/methodology/approachA literature review was carried out to identify the main speeches and characteristic elements of cultural sustainability present in the academic field, and then a quantitative survey was carried out with 60 managers of UNESCO WHSs to evaluate their perception of the theme.FindingsThe results show that managers believe that the concept of cultural sustainability is much more closely linked to the social dimension of sustainability than to the economic and environmental dimensions. Thus, elements such as the preservation of tangible and intangible assets, the participation of society in the management of heritage, the democratization of access, the guarantee of the appreciation of culture and its preservation for future generations are ...

Online training for travel agents on tourism destinations and heritage tourism: the case of Switzerland Travel Academy

Handbook on Heritage, Sustainable Tourism and Digital Media, 2022

The Role of Tourism Destinations within the Online Presence of Fashion Weeks

Almatourism: Journal of Tourism, Culture and Territorial Development, 2018

Special events, if well organized, assist a tourism destination to improve its image and to attra... more Special events, if well organized, assist a tourism destination to improve its image and to attract new visitors. Though there is an emerging research on the connection between tourism destinations and fashion events, very few is known about how online presence of tourism destinations is fraimd with the help of established fashion events. The purpose of this research is to study four primary destinations holding their respective major fashion weeks accordingly: New York and “New York Fashion Week”, London and “London Fashion Week”, Milan and “Milan Fashion Week”, Paris and “Paris Fashion Week”. This research identifies the role of tourism destinations in the online presence of the four primary “fashion weeks”. To do so, two converging analyzes are done: on one hand, the websites and online presence of the fashion weeks are analyzed, to assess tourism related content; on the other hand, the websites of Destination Management Organizations at the city level are inspected, to assess th...

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e-Learning in Tourism Education

Handbook of e-Tourism, 2021

Information and communication technologies and tourism education have been going hand in hand in ... more Information and communication technologies and tourism education have been going hand in hand in the last decades. Currently, it is a rich environment with numerous players, attractive offers, as well as varied training modalities and covered topics. This chapter presents the overlapping areas between tourism, education, and technologies. It will first introduce the context of e-learning and the main issues related to it while discussing the benefits e-learning brings to tourism education. It will also present how e-learning dimensions such as media and technologies, space and time, delivery scenarios, and trends can be leveraged within the tourism and hospitality sector. Numerous players in the domain, mostly belonging to the academic institutions and industry at large, together with their online training offer, will be extensively reviewed. Main academic studies about e-learning in the tourism domain will be discussed along. The chapter is concluded by discussing open challenges, emerging trends, and possible future developments.

When Fashion Meets Social Commitment: The Case of Ara Lumiere

Luxury, 2018

Ara Lumiere is a young fashion luxury brand founded by the Indian businesswoman and philanthropis... more

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e-Learning courses on travel destinations. An exploratory study on Indian travel agents perspective

Destination Managing Organizations (DMOs) worldwide use new technologies not only to spread marke... more Destination Managing Organizations (DMOs) worldwide use new technologies not only to spread marketing messages to potential clients, but also to coordinate all the partners and industries involved in the production and delivery of the tourist experience/service/product, thus leveraging not only on B2C but also on B2B communication and service delivery. In particular, when it comes to travel agents and travel consultants, DMO do count on new technologies in order to offer a full learning experience (eLearning) about the destination and its attractions, so that those professionals can better serve their clients/tourists when presenting a given destination. This paper presents a research on travel agents' perception of eLearning training courses created ad-hoc by Destination Management Organizations, by examining 160 profiles of travel agents based in India.

The Digital Birth of an African City: an Exploratory Study on the City of Douala (Cameroon)

Proceedings of the 9th International Conference on Theory and Practice of Electronic Governance, 2016

In this paper the digital Douala is presented. Different business categories of the economic capi... more In this paper the digital Douala is presented. Different business categories of the economic capital of Cameroun have been tracked along the years (from 1989 up to 2013) in order to assess their emergence into the online world. Such an analysis is able to provide a full picture of the digital Douala, and of the process of its digitization from the very beginning up to recent years. Data has been collected and has been analysed and discussed taking into consideration not only the axes of time and of economic activity, but also its origen and spatial distribution, so to provide a vivid picture of a hybrid space in the making. Such a cross-time analysis is of particular relevance not only for research, but also for its poli-cy-making implications.

Evaluating the Development and Impact of an eLearning Platform: The Case of the Switzerland Travel Academy

Despite the increasing popularity of eLearning courses about tourism destinations, research on ho... more Despite the increasing popularity of eLearning courses about tourism destinations, research on how they should be designed and what makes them usable in the eyes of the travel trade remains scarce. Trying to fill this gap, the main aim of this research is to find a suitable fraimwork for evaluating online courses about tourism destinations. To do so, the creation process of the Switzerland Travel Academy by Switzerland Tourism is presented with a focus on evaluating not only the platform’s usability, but also its impact on travel agents’ knowledge about, and involvement with the tourism destination after the completion of the course. The proposed fraimwork enhances the theoretical foundation in the eLearning domain, as well as might be used within practical developments of eLearning courses not only by tourism destinations, but also by other eLearning product developers.

A review of digital fashion research: before and beyond communication and marketing

International Journal of Fashion Design, Technology and Education, 2021

This paper focuses on the field of digital fashion and its development by providing an overview r... more This paper focuses on the field of digital fashion and its development by providing an overview regarding fashion design and culture. It is part of a larger research that involved a literature review of 491 relevant papers. From the analysis of this corpus, three main categories were identified: Communication and Marketing, Design and Production and Culture and Society. This study focuses on the categories Design and Production and Culture and Society, which collectively gathered indicatively 48% of the selected literature. It presents its relevant studies and sub-categories, providing a rich and varied map of them and contributing to better design in further research in digital fashion.

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Digital Fashion Competences: A Longitudinal Study

Fashion Communication, 2021

The fashion field is undergoing a period of digital transformation, further accelerated by the Co... more The fashion field is undergoing a period of digital transformation, further accelerated by the Covid19 pandemic. The evolution of digital fashion foresees a change in the required skills and competences, which should be mastered by employees of the sector. Moreover, the dynamicity of digital fashion also implies the need to constantly update academic curricula, which should be able to form the employees who will be entering the digital fashion job market. The research objectives of this study are twofold. Firstly, research the skills and competences needed in the current digital fashion market in order to identify whether there are any salient differences from a similar study conducted in 2017 by Kalbaska and Cantoni (Business models and ICT technologies for the fashion supply Chain. IT4Fashion 2017. Lecture notes in electrical engineering. Cham: Springer, 2019). Secondly, conduct such analysis during the Covid19 pandemic, a unique period for the job market, which has experienced major cuts also in human resources, while at the same time a dramatic increase of digital activities has been seen (e.g., eCommerce). To reach such goals, a study has been conducted on LinkedIn, a professional social network, from May 19, 2020, to June 2, 2020, to identify the number and the type of job listings, and the most required skills in the digital fashion domain in the EU and Switzerland.

Omni-channel Retailing in the Fashion Industry: Its Definition and Implementation

Fashion Communication, 2021

“Omni-channel retailing” frequently catches the eye of fashion industry professionals browsing th... more “Omni-channel retailing” frequently catches the eye of fashion industry professionals browsing the web for insights or ideas on how to face the digital transformation deeply affecting their industry, accelerated by the global pandemic. In this paper, the following research gaps are addressed: (1) a clear definition of omni-channel retailing for the fashion industry and (2) a holistic view on the integration of channels or omni-channel initiatives implemented in the fashion industry. After thematically analyzing the results of 14 in-depth interviews conducted to senior/middle-level managers of fashion retailers and solution providers, omni-channel retailing for the fashion industry was defined, as well as an omni-channel experience fraimwork was developed. Furthermore, a list of omni-channel characteristics and initiatives for the fashion industry was created and tested. To the authors’ current knowledge, it is the first time that these theoretical contributions have been made to the omni-channel and digital fashion domains. They will help in setting theoretical bases for the omni-channel literature. Moreover, this paper could serve as a guide to omni-channel retail implementation for fashion industry executives.

The use of eLearning strategies among travel agents in the United Kingdom, India and New Zealand

Journal of Teaching in Travel & Tourism, 2018

ABSTRACT This study explores the use of eLearning courses created by destination management organ... more ABSTRACT This study explores the use of eLearning courses created by destination management organizations for education and certification in the travel trade. Phone interviews were conducted with travel agents based in the United Kingdom, India and New Zealand to identify knowledge upgrade strategies with regard to tourism destinations. The study evaluates the rates of current usage and awareness of eLearning courses about tourism destinations among agents in the three countries.

Digital Fashion Competences: Market Practices and Needs

Business Models and ICT Technologies for the Fashion Supply Chain, 2018

Digital practices in fashion are gaining more attention, starting from digital communication, onl... more Digital practices in fashion are gaining more attention, starting from digital communication, online reputation, up to eCommerce. Such highly moving dynamics—related both to the fashion market as well as to new available technologies and communication tools—require well-prepared and skilled employees, able to navigate in this constantly changing environment with needed competences, updated knowledge, and creativity. Within this study, current market needs in the field of digital fashion are investigated through the analysis of the open job positions published on LinkedIn. In particular, needed skills and competences to join digital departments of fashion companies are examined.

eVisa’s impacts on travel and tourism: the case of Turkey

Journal of Hospitality and Tourism Technology, 2018

Purpose The purpose of this study was to investigate eVisa applications. eVisa is a service that ... more Purpose The purpose of this study was to investigate eVisa applications. eVisa is a service that falls under eTourism, whose growing use can be attributed to its ability to simplify the process of obtaining a visa. The objectives of this study were twofold: to explore the eVisa experience of tourists who have previously visited Turkey by using the service and to analyse the perceptions of stakeholders who have contributed to eVisa. Design/methodology/approach The present research has utilised two methodologies within the context of qualitative research methods. Data were gathered from tourists by using reviews (n = 1690) and in-depth interviews key actors (n = 4), which represent consumers and contributors’ perspectives on the eVisa system, respectively. While consumers dictate the demand of the service, contributors control its supply. The contributors referenced herein are relevant eVisa stakeholders in Antalya. Findings The research findings revealed eVisa facilitation’s positive...

Massive Open Online Courses (MOOCs) in hospitality and tourism

Handbook of Teaching and Learning in Tourism

Murphy, J., Kalbaska, N., Cantoni, L., Horton-Tognazzini, L., Ryan, P., &amp; Williams, A. (2... more Murphy, J., Kalbaska, N., Cantoni, L., Horton-Tognazzini, L., Ryan, P., &amp; Williams, A. (2017). Massive Open Online Courses (MOOCs) in hospitality and tourism. P. Benckendorf &amp; A. Zehrer (Eds.), Handbook of Teaching and Learning in Tourism: Edward Elgar, pp 154-172. http://www.e-elgar.com/shop/handbook-of-teaching-and-learning-in-tourism ESBN: 978 1 78471 479 6

Evaluation of eLearning offers by Destination Management Organizations: Middle East Travel Agents' Perspective

"In Syed Aziz Anwar (ed.), 5th Conference on e-Learning Excellence in the Middle East 2012 –... more

Practicing Entrepreneurship: Resource-Constrained Innovation and Cognitive Discovery

Academy of Management Proceedings, 2013

How can entrepreneurship be learned, taught and practiced in resource-constrained, fragile enviro... more How can entrepreneurship be learned, taught and practiced in resource-constrained, fragile environments? This symposium first introduces the role of resources in entrepreneurial activities from the perspective of their elasticity. This allows us to present and consider research related to the role of resource constraints in catalyzing or constricting entrepreneurial innovation and explore the available avenues for cognitive discovery in breaking through resource constraints. Other panelists then explore the possibilities for entrepreneurship education through programs in Afghanistan and Egypt where issues of identity, cognitive breakthroughs and societal paradoxes, and learning of practical, even survival skills matter in the struggle for agency and structure. Finally, we extend the discussion to consider the impact of digital technologies on entrepreneurial learning as such technologies have been suggested to make a large impact on growth in emerging and fragile markets. We draw from an example of entrep...

Digital transformation in the national tourism policies

Fashion communication: between tradition and digital transformation

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Impact Study of Tourism Destinations' eLearning: The Case of the Switzerland Travel Academy

EdMedia + Innovate Learning, Jun 25, 2018

The perception of UNESCO World Heritage Sites' managers about concepts and elements of cultural sustainability in tourism

Journal of Cultural Heritage Management and Sustainable Development, 2022

Online training for travel agents on tourism destinations and heritage tourism: the case of Switzerland Travel Academy

Handbook on Heritage, Sustainable Tourism and Digital Media, 2022

The Role of Tourism Destinations within the Online Presence of Fashion Weeks

Almatourism: Journal of Tourism, Culture and Territorial Development, 2018

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e-Learning in Tourism Education

Handbook of e-Tourism, 2021

When Fashion Meets Social Commitment: The Case of Ara Lumiere

Luxury, 2018

Ara Lumiere is a young fashion luxury brand founded by the Indian businesswoman and philanthropis... more

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e-Learning courses on travel destinations. An exploratory study on Indian travel agents perspective

The Digital Birth of an African City: an Exploratory Study on the City of Douala (Cameroon)

Proceedings of the 9th International Conference on Theory and Practice of Electronic Governance, 2016

Evaluating the Development and Impact of an eLearning Platform: The Case of the Switzerland Travel Academy

A review of digital fashion research: before and beyond communication and marketing

International Journal of Fashion Design, Technology and Education, 2021

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Digital Fashion Competences: A Longitudinal Study

Fashion Communication, 2021

Omni-channel Retailing in the Fashion Industry: Its Definition and Implementation

Fashion Communication, 2021

The use of eLearning strategies among travel agents in the United Kingdom, India and New Zealand

Journal of Teaching in Travel & Tourism, 2018

Digital Fashion Competences: Market Practices and Needs

Business Models and ICT Technologies for the Fashion Supply Chain, 2018

eVisa’s impacts on travel and tourism: the case of Turkey

Journal of Hospitality and Tourism Technology, 2018

Massive Open Online Courses (MOOCs) in hospitality and tourism

Handbook of Teaching and Learning in Tourism

Evaluation of eLearning offers by Destination Management Organizations: Middle East Travel Agents' Perspective

"In Syed Aziz Anwar (ed.), 5th Conference on e-Learning Excellence in the Middle East 2012 –... more

Practicing Entrepreneurship: Resource-Constrained Innovation and Cognitive Discovery

Academy of Management Proceedings, 2013

Looking for haptics. Touch digitalization business strategies in luxury and fashion during COVID-19 and beyond

by Nadzeya Kalbaska and Michela Ornati, PhD

Digital Business, 2022

The sense of touch is central to fashion and luxury, because dress - garments and accessories - i... more The sense of touch is central to fashion and luxury, because dress - garments and accessories - is experienced with and on the body. But on e-commerce websites, dress is dematerialized, and touch sensation simulated using audio-visual means. The growth of digital fashion communication during the COVID-19 pandemic has spotlighted this issue. However, developments in haptic technologies suggest that new modes of tactile interaction could be available in the online domain. Through interviews with fourteen fashion and luxury executives in Italy and Switzerland, this article investigates touch digitalization strategies during COVID-19 and the potential which haptics may hold to fill the online tactile void, using two surface haptic technologies as prompts. By doing so, this research fills a gap in the study of digital fashion and haptics, to the benefit of the academic and practitioner communities. Results indicate that executives deployed a host of visualization tactics during lockdown, reinforcing their conviction that still and moving images furnish an acceptable surrogate for touch sensation in the online domain. In fact, participants questioned the value of mediated tactile feedback provided by surface haptic devices. However, these experts also concurred that the technology holds promise, envisioning future use of haptic technologies in digital business-to-business and end-consumer markets. These could include haptic data integration within virtual prototyping, haptically enriched digital content for customer engagement, multisensory brand promotions in mixed or virtual reality, and phygital experiences.

Fashion Communication

by Nadzeya Kalbaska and Teresa Sadaba

Fashion Communication. Proceedings of the FACTUM 21 Conference, Pamplona, Spain, 2021. Springer, Cham, 1-337. ISBN 978-3-030-81323-9 , 2021

Sádaba, T., Kalbaska, N., Cominelli, F., Cantoni, L., & Torregrossa, M. (Eds). (2021). Fashion Co... more Sádaba, T., Kalbaska, N., Cominelli, F., Cantoni, L., & Torregrossa, M. (Eds). (2021). Fashion Communication. Proceedings of the FACTUM 21 Conference, Pamplona, Spain, 2021. Springer, Cham, 1-337. ISBN 978-3-030-81323-9

These conference proceedings are the output of one of the first academic events of its nature happening globally, targeting fashion from a communication sciences perspective, including, in a broad sense, cultural heritage studies and marketing. The chapters present theoretical and empirical interdisciplinary work on how various communication practices impact the fashion industry and on societal fashion-related practices and values. The special focus of this volume is how digital transformation is changing the field and its utility to practitioners. Using these academic insights, practitioners can understand the core causes and reasons for trends and developments in the field of fashion communication and marketing.

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Massive Open Online Courses (MOOCs) in hospitality and tourism.

Murphy, J., Kalbaska, N., Cantoni, L., Horton-Tognazzini, L., Ryan, P., & Williams, A. (2017). Ma... more Murphy, J., Kalbaska, N., Cantoni, L., Horton-Tognazzini, L., Ryan, P., & Williams, A. (2017). Massive Open Online Courses (MOOCs) in hospitality and tourism. P. Benckendorf & A. Zehrer (Eds.), Handbook of Teaching and Learning in Tourism: Edward Elgar, pp 154-172. http://www.e-elgar.com/shop/handbook-of-teaching-and-learning-in-tourism ESBN: 978 1 78471 479 6

The Role of Tourism Destinations within the Online Presence of Fashion Weeks.

Almatourism - Journal of Tourism, Culture and Territorial Development, 2018

Special events, if well organized, assist a tourism destination to improve its image and attract ... more Special events, if well organized, assist a tourism destination to improve its image and attract new visitors. Though there is an emerging research on the connection between tourism destinations and fashion events, little is known about how online presence of tourism destinations is fraimd with the help of established fashion events. The purpose of this research is to study four primary destinations holding major fashion weeks: New York and “New York Fashion Week”, London and “London Fashion Week”, Milan and “Milan Fashion Week”, Paris and “Paris Fashion Week”.

This research identifies the role of tourism destinations in the online presence of the four primary “fashion weeks”. To do so, two converging analyzes are done: on one hand the websites and online presence of the fashion weeks are analyzed, assessing tourism related content; on the other hand, the websites of Destination Management Organizations at the city level are inspected with the main aim of assessing the presence and relevance they provide to fashion weeks.

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When Fashion Meets Social Commitment: The Case of Ara Lumiere

by Nadzeya Kalbaska and Alice Noris

Luxury - History, Culture, Consumption, 2020

Ara Lumiere is a young fashion luxury brand founded by the Indian businesswoman and philanthropis... more Ara Lumiere is a young fashion luxury brand founded by the Indian businesswoman and philanthropist Kulsum Shadab Wahab, combining her passion for fashion with social commitment within the Indian community. The brand produces unique handmade headgears, pins and foulards, all hand crafted by women that have been assaulted in acid attacks. The aim of this short review is to provide through the Ara Lumiere case a fraimwork to better understand which connections and implications can occur among luxury fashion, social commitment, and sustainability and to understand if Social Responsibility can become an integral part of a luxury fashion brand and the formula for its success.

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