This chapter explores how luxury and fast fashion brands have been affected by omnichannel strategies, which refer to the opportunity to integrate online and offline channels to create a seamless shopping experience aimed at engaging customers. Through a quali-quantitative research approach, the study examines the potential effects of the implementation of omnichannel activities on the perception of luxury and fast fashion brands. Interestingly, consumers perceive omnichannel strategies as something projected for luxury brands, thus as a way for them to improve the luxury shopping experience. Consequently, when applied to fast fashion brands, omnichannel strategies may lead consumers to perceive such brand as more prestigious, activating a sort of “luxurization.” For a luxury company, omnichannel strategies may represent an opportunity because they can increase the perceived luxuriousness of the brand, but also a threat because they may help fast fashion brands to be perceived as luxurious, thus “imitating” luxury companies

Omnichannel Shopping Experiences for Fast fashion and Luxury Brands. An Exploratory Study / Amatulli, Cesare; De Angelis, Matteo; Sestino, Andrea. - (2021), pp. 22-43.

Omnichannel Shopping Experiences for Fast fashion and Luxury Brands. An Exploratory Study

De Angelis, Matteo;
2021

Abstract

This chapter explores how luxury and fast fashion brands have been affected by omnichannel strategies, which refer to the opportunity to integrate online and offline channels to create a seamless shopping experience aimed at engaging customers. Through a quali-quantitative research approach, the study examines the potential effects of the implementation of omnichannel activities on the perception of luxury and fast fashion brands. Interestingly, consumers perceive omnichannel strategies as something projected for luxury brands, thus as a way for them to improve the luxury shopping experience. Consequently, when applied to fast fashion brands, omnichannel strategies may lead consumers to perceive such brand as more prestigious, activating a sort of “luxurization.” For a luxury company, omnichannel strategies may represent an opportunity because they can increase the perceived luxuriousness of the brand, but also a threat because they may help fast fashion brands to be perceived as luxurious, thus “imitating” luxury companies
2021
9781799858829
Omnichannel Shopping Experiences for Fast fashion and Luxury Brands. An Exploratory Study / Amatulli, Cesare; De Angelis, Matteo; Sestino, Andrea. - (2021), pp. 22-43.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11385/206981
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