Omnichannel Fashion Retail and Channel Integration:: The Case of Department Stores

Anthony Kent; Marco  Vianello; Marta Blazquez Cano; Eva Helberger

doi:10.4018/978-1-5225-0110-7.ch016

Omnichannel Fashion Retail and Channel Integration: The Case of Department Stores

Anthony Kent, Marco Vianello, Marta Blazquez Cano, Eva Helberger

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

The evolution from single channel to multichannel retailing is explained by the need to overcome existing format limitations such as the size of store, expansion in new markets through electronic channels, increasing sales by cross-channel interactions and gaining valuable insight into consumer behaviour through the Internet. The aim of this chapter is to explain the development and implementation of omnichannel retailing and to demonstrate its experiential touchpoints in department stores. Case study approach is adopted to look at the development of omichannel integration and retail touchpoints in two iconing department stores: Harrods and Selfridges. Different strategies are identified and implications of each are discussed with relevant recommendations for retail practitioners.

Original language	English
Title of host publication	Handbook of Research on Global Fashion Management and Merchandising
Editors	Alessandra Vecchi , Chitra Buckley
Publisher	IGI Press
Number of pages	22
ISBN (Electronic)	9781522501114
ISBN (Print)	9781522501107
DOIs	https://doi.org/10.4018/978-1-5225-0110-7.ch016
Publication status	Published - 2016

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title = "Omnichannel Fashion Retail and Channel Integration:: The Case of Department Stores",

abstract = "The evolution from single channel to multichannel retailing is explained by the need to overcome existing format limitations such as the size of store, expansion in new markets through electronic channels, increasing sales by cross-channel interactions and gaining valuable insight into consumer behaviour through the Internet. The aim of this chapter is to explain the development and implementation of omnichannel retailing and to demonstrate its experiential touchpoints in department stores. Case study approach is adopted to look at the development of omichannel integration and retail touchpoints in two iconing department stores: Harrods and Selfridges. Different strategies are identified and implications of each are discussed with relevant recommendations for retail practitioners.",

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AU - Vianello, Marco

AU - Blazquez Cano, Marta

AU - Helberger, Eva

PY - 2016

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AB - The evolution from single channel to multichannel retailing is explained by the need to overcome existing format limitations such as the size of store, expansion in new markets through electronic channels, increasing sales by cross-channel interactions and gaining valuable insight into consumer behaviour through the Internet. The aim of this chapter is to explain the development and implementation of omnichannel retailing and to demonstrate its experiential touchpoints in department stores. Case study approach is adopted to look at the development of omichannel integration and retail touchpoints in two iconing department stores: Harrods and Selfridges. Different strategies are identified and implications of each are discussed with relevant recommendations for retail practitioners.

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DO - 10.4018/978-1-5225-0110-7.ch016

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BT - Handbook of Research on Global Fashion Management and Merchandising

A2 - Vecchi , Alessandra

A2 - Buckley , Chitra

PB - IGI Press

ER -

Omnichannel Fashion Retail and Channel Integration: The Case of Department Stores

Abstract

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