Online and Brick-and-Mortar Strategy in Fashion Industry: Co-Existence or Cannibalization?

Volume 3 - Issue 2

F Belussi¹* and K Rakic²

Received: February 18, 2019;   Published: February 26, 2019

DOI: 10.32474/LTTFD.2018.02.000157

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Abstract

Since the 1990s the Internet affected different industries and forced firms to change their business models and pushed toward the adoption of new strategies. The same happened in fashion industry, where e-commerce, personal computers, and smartphones created the opportunity for fashion firms to be closer to their customers, adopting CRM, and multichannel or omnichannel strategies. The main aim of this study is to analyze the potential conflicting presence of online and brick-and-mortar strategies in the fashion industry. We used a representative sample of 19 large firms in Europe, operating in the retailing brand fashion industry. Our data analysis shows how leading firms, facing a disruptive technology (the emergence of e-commerce), have been able to absorb it, in a context of co-existence between online and brick-and-mortar strategies.

Keywords:Innovation; Fashion Industry; Brick-and-Mortar; Commerce Online; Business Model

Abstract| Introduction| The Aim of this Study and the Main Research Questions| Literature Review| Methodology| Data Analysis| Conclusion| References|