Omnichannel Shopping Experiences for Fast Fashion and Luxury Brands

Cesare Amatulli, Matteo De Angelis, Andrea Sestino, Gianluigi Guido

Risultato della ricerca: Contributo in libroChapter

Abstract

This chapter explores how luxury and fast fashion brands have been affected by omnichannel strategies, which refer to the opportunity to integrate online and offline channels to create a seamless shopping experience aimed at engaging customers. Through a quali-quantitative research approach, the study examines the potential effects of the implementation of omnichannel activities on the perception of luxury and fast fashion brands. Interestingly, consumers perceive omnichannel strategies as something projected for luxury brands, thus as a way for them to improve the luxury shopping experience. Consequently, when applied to fast fashion brands, omnichannel strategies may lead consumers to perceive such brand as more prestigious, activating a sort of “luxurization.” For a luxury company, omnichannel strategies may represent an opportunity because they can increase the perceived luxuriousness of the brand, but also a threat because they may help fast fashion brands to be perceived as luxurious, thus “imitating” luxury companies.
Lingua originaleEnglish
Titolo della pubblicazione ospiteDeveloping Successful Global Strategies for Marketing Luxury Brands
EditorCecilia Casalegno, Rosalia Gallo Fabrizio Mosca
Pagine22-43
Numero di pagine22
DOI
Stato di pubblicazionePubblicato - 2021

Serie di pubblicazioni

NomeADVANCES IN MARKETING, CUSTOMER RELATIONSHIP MANAGEMENT, AND E-SERVICES BOOK SERIES

Keywords

  • Technology
  • Digital

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