Underlining the importance of cross channel strategies in the fashion retail industry, this research focuses on the integrated experiences of fashion consumers across different channels. The purpose of this study is to explain the evolution of the fashion brands marketing and strategies based on consumers change of habits and needs and on their new way of facing apparels purchase through a multi-channel experience. The book will analyze the implications of a retail offering for a winning cross-channel strategy. The various roles and functions of the different channels will be identified, focusing on offline and online channels, and how these are integrated with the strategy of the fashion retailer. This study aspires to give an understanding about the implications of cross channel characteristics in integrated world and will analyze how fashion retailers could increase profits, brand awareness and customer loyalty.

Hersteller:
BoD - Books on Demand
info@bod.de
In de Tarpen 42
DE 22848 Norderstedt

M.Sc in Economics. Marketing Consultant with global and diversified professional experience. My research and consulting interests lie in studying the online environment, focusing on omni/cross channels, social media, digital marketing and user-experience, innovation, pricing strategies, startup development.