Abstract
This chapter describes the omnichannel strategy and how it applies to luxury fashion. The chapter allows:
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appreciating opportunities, strengths and challenges correlated to the omnichannel business model;
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understanding why and how online and physical stores are becoming increasingly integrated, generating new ‘phygital’ experiences;
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understanding the requirements that an omnichannel strategy entails at different levels of the value chain including logistics, information and human resource management;
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examine the penetration of the omnichannel strategy in Italy, where many luxury firms are located;
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understanding if and how the omnichannel strategy can be a viable strategy for small and medium enterprises.
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Cabigiosu, A. (2020). The Omnichannel Strategy in the Fashion Industry. In: Digitalization in the Luxury Fashion Industry. Palgrave Advances in Luxury. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-48810-9_4
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DOI: https://doi.org/10.1007/978-3-030-48810-9_4
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