The Omnichannel Strategy in the Fashion Industry

Abstract

This chapter describes the omnichannel strategy and how it applies to luxury fashion. The chapter allows: appreciating opportunities, strengths and challenges correlated to the omnichannel business model;understanding why and how online and physical stores are becoming increasingly integrated, generating new ‘phygital’ experiences;understanding the requirements that an omnichannel strategy entails at different levels of the value chain including logistics, information and human resource management;examine the penetration of the omnichannel strategy in Italy, where many luxury firms are located;understanding if and how the omnichannel strategy can be a viable strategy for small and medium enterprises.