The Role of Omnichannel Experience for Luxury Fashion Brands
Journal Title: Journal of Textile Science & Fashion Technology (JTSFT) - Year 2019, Vol 2, Issue 2
Abstract
The advent of the Internet and providing a variety of channels have changed retail industry. It is suggested that multichannel retailing is moving towards an omnichannel model in which the total integration of various platforms shapes the service interface and creates a seamless experience for the consumers [1]. Most people use the words multichannel and omnichannel interchangeably. However, there is significant difference in that multichannel focuses on business, whereas omnichannel focuses on customers. In the luxury industry context, Burberry, Cartier and Gucci were the first pioneer companies that provided great omnichannel retail experiences for their customers. Nowadays in order to succeed luxury retailers should offer an integrated and holistic shopping experience in their both online and in-store channels. They are finding the way to align these two channels to create a more ideal buying experience for luxury shoppers. For instance, Burberry was among the first luxury retailers which provides Click & Collect service, where luxury consumers choose brands online and then collect those products from store. Other omnichannel services include Reserve in store, Click & Try, Seek & Send, and so on.
Authors and Affiliations
Regina Burnasheva
Keywords
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- EP ID EP609267
- DOI 10.33552/JTSFT.2019.02.000534
- Views 60
- Downloads 0
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