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Multichannel versus omnichannel: a price-segmented comparison from the fashion industry
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| Zeitschriftentitel: | International Journal of Retail & Distribution Management |
|---|---|
| Personen und Körperschaften: | , , |
| In: | International Journal of Retail & Distribution Management, 48, 2020, 4, S. 417-430 |
| Format: | E-Article |
| Sprache: | Englisch |
| veröffentlicht: |
Emerald
|
| Schlagwörter: |
| author_facet |
Silva, Susana C. Duarte, Paulo Sundetova, Anel Silva, Susana C. Duarte, Paulo Sundetova, Anel |
|---|---|
| author |
Silva, Susana C. Duarte, Paulo Sundetova, Anel |
| spellingShingle |
Silva, Susana C. Duarte, Paulo Sundetova, Anel International Journal of Retail & Distribution Management Multichannel versus omnichannel: a price-segmented comparison from the fashion industry Business and International Management Marketing |
| author_sort |
silva, susana c. |
| spelling |
Silva, Susana C. Duarte, Paulo Sundetova, Anel 0959-0552 Emerald Business and International Management Marketing http://dx.doi.org/10.1108/ijrdm-07-2019-0232 <jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>The purpose of this study is to explore and compare how fashion and apparel brands are using the multiple available channels to increase the number of touchpoints with clients by evaluating the use of multichannel and omnichannel strategies.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>To determine the differences between fashion and apparel brands in terms of marketing channel used, a multiple case study approach was selected based on a sample of nine well-known and successful fashion brands from three different price segments. The research was carried out by analysing the online and mobile presence of the brands, company reports, news, magazines, and other types of articles.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>The results illustrate that fashion brands tend to act in the same way and have only slight differences concerning the number of channels and features available to clients despite the price segment they belong. The findings indicate that the brands under study have good channel integration, order tracking, on-line communication, and social media. Overall, the findings allow concluding that irrespective of the price segment, all fashion brands act almost in the same way and present only slight differences between the number of channels used and features available.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>The current study provides an innovative price-segmented comparison on channel use and integration by fashion brands' and additional valuable information about channel strategy that can be used to guide new comparative research and helps new brands defining points-of-parity and points-of-difference with regard to market standards.</jats:p></jats:sec> Multichannel versus omnichannel: a price-segmented comparison from the fashion industry International Journal of Retail & Distribution Management |
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International Journal of Retail & Distribution Management |
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| title |
Multichannel versus omnichannel: a price-segmented comparison from the fashion industry |
| title_unstemmed |
Multichannel versus omnichannel: a price-segmented comparison from the fashion industry |
| title_full |
Multichannel versus omnichannel: a price-segmented comparison from the fashion industry |
| title_fullStr |
Multichannel versus omnichannel: a price-segmented comparison from the fashion industry |
| title_full_unstemmed |
Multichannel versus omnichannel: a price-segmented comparison from the fashion industry |
| title_short |
Multichannel versus omnichannel: a price-segmented comparison from the fashion industry |
| title_sort |
multichannel versus omnichannel: a price-segmented comparison from the fashion industry |
| topic |
Business and International Management Marketing |
| url |
http://dx.doi.org/10.1108/ijrdm-07-2019-0232 |
| publishDate |
2020 |
| physical |
417-430 |
| description |
<jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>The purpose of this study is to explore and compare how fashion and apparel brands are using the multiple available channels to increase the number of touchpoints with clients by evaluating the use of multichannel and omnichannel strategies.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>To determine the differences between fashion and apparel brands in terms of marketing channel used, a multiple case study approach was selected based on a sample of nine well-known and successful fashion brands from three different price segments. The research was carried out by analysing the online and mobile presence of the brands, company reports, news, magazines, and other types of articles.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>The results illustrate that fashion brands tend to act in the same way and have only slight differences concerning the number of channels and features available to clients despite the price segment they belong. The findings indicate that the brands under study have good channel integration, order tracking, on-line communication, and social media. Overall, the findings allow concluding that irrespective of the price segment, all fashion brands act almost in the same way and present only slight differences between the number of channels used and features available.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>The current study provides an innovative price-segmented comparison on channel use and integration by fashion brands' and additional valuable information about channel strategy that can be used to guide new comparative research and helps new brands defining points-of-parity and points-of-difference with regard to market standards.</jats:p></jats:sec> |
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| author | Silva, Susana C., Duarte, Paulo, Sundetova, Anel |
| author_facet | Silva, Susana C., Duarte, Paulo, Sundetova, Anel, Silva, Susana C., Duarte, Paulo, Sundetova, Anel |
| author_sort | silva, susana c. |
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| container_title | International Journal of Retail & Distribution Management |
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| description | <jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>The purpose of this study is to explore and compare how fashion and apparel brands are using the multiple available channels to increase the number of touchpoints with clients by evaluating the use of multichannel and omnichannel strategies.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>To determine the differences between fashion and apparel brands in terms of marketing channel used, a multiple case study approach was selected based on a sample of nine well-known and successful fashion brands from three different price segments. The research was carried out by analysing the online and mobile presence of the brands, company reports, news, magazines, and other types of articles.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>The results illustrate that fashion brands tend to act in the same way and have only slight differences concerning the number of channels and features available to clients despite the price segment they belong. The findings indicate that the brands under study have good channel integration, order tracking, on-line communication, and social media. Overall, the findings allow concluding that irrespective of the price segment, all fashion brands act almost in the same way and present only slight differences between the number of channels used and features available.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>The current study provides an innovative price-segmented comparison on channel use and integration by fashion brands' and additional valuable information about channel strategy that can be used to guide new comparative research and helps new brands defining points-of-parity and points-of-difference with regard to market standards.</jats:p></jats:sec> |
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| spelling | Silva, Susana C. Duarte, Paulo Sundetova, Anel 0959-0552 Emerald Business and International Management Marketing http://dx.doi.org/10.1108/ijrdm-07-2019-0232 <jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>The purpose of this study is to explore and compare how fashion and apparel brands are using the multiple available channels to increase the number of touchpoints with clients by evaluating the use of multichannel and omnichannel strategies.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>To determine the differences between fashion and apparel brands in terms of marketing channel used, a multiple case study approach was selected based on a sample of nine well-known and successful fashion brands from three different price segments. The research was carried out by analysing the online and mobile presence of the brands, company reports, news, magazines, and other types of articles.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>The results illustrate that fashion brands tend to act in the same way and have only slight differences concerning the number of channels and features available to clients despite the price segment they belong. The findings indicate that the brands under study have good channel integration, order tracking, on-line communication, and social media. Overall, the findings allow concluding that irrespective of the price segment, all fashion brands act almost in the same way and present only slight differences between the number of channels used and features available.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>The current study provides an innovative price-segmented comparison on channel use and integration by fashion brands' and additional valuable information about channel strategy that can be used to guide new comparative research and helps new brands defining points-of-parity and points-of-difference with regard to market standards.</jats:p></jats:sec> Multichannel versus omnichannel: a price-segmented comparison from the fashion industry International Journal of Retail & Distribution Management |
| spellingShingle | Silva, Susana C., Duarte, Paulo, Sundetova, Anel, International Journal of Retail & Distribution Management, Multichannel versus omnichannel: a price-segmented comparison from the fashion industry, Business and International Management, Marketing |
| title | Multichannel versus omnichannel: a price-segmented comparison from the fashion industry |
| title_full | Multichannel versus omnichannel: a price-segmented comparison from the fashion industry |
| title_fullStr | Multichannel versus omnichannel: a price-segmented comparison from the fashion industry |
| title_full_unstemmed | Multichannel versus omnichannel: a price-segmented comparison from the fashion industry |
| title_short | Multichannel versus omnichannel: a price-segmented comparison from the fashion industry |
| title_sort | multichannel versus omnichannel: a price-segmented comparison from the fashion industry |
| title_unstemmed | Multichannel versus omnichannel: a price-segmented comparison from the fashion industry |
| topic | Business and International Management, Marketing |
| url | http://dx.doi.org/10.1108/ijrdm-07-2019-0232 |