Online and Brick-and-Mortar Strategy in Fashion
Industry: Co-Existence or Cannibalization?
Volume 3 - Issue 2
F Belussi1* and K Rakic2
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- 1 Full Professor in Innovation Strategy at the Department of Economics and Management “M. Fanno”, University of Padova, Italy
- 2 Ph.D Student in management at the Department of Economics and Management “M. Fanno”, University of Padova, Italy
*Corresponding author:
F Belussi, Full Professor in Innovation Strategy at the Department of Economics and Management “M.
Fanno”, University of Padova, Italy
Received: February 18, 2019; Published: February 26, 2019
DOI: 10.32474/LTTFD.2018.02.000157
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Abstract
Since the 1990s the Internet affected different industries and forced firms to change their business models and pushed toward
the adoption of new strategies. The same happened in fashion industry, where e-commerce, personal computers, and smartphones
created the opportunity for fashion firms to be closer to their customers, adopting CRM, and multichannel or omnichannel strategies.
The main aim of this study is to analyze the potential conflicting presence of online and brick-and-mortar strategies in the fashion
industry. We used a representative sample of 19 large firms in Europe, operating in the retailing brand fashion industry. Our data
analysis shows how leading firms, facing a disruptive technology (the emergence of e-commerce), have been able to absorb it, in a
context of co-existence between online and brick-and-mortar strategies.
Keywords:Innovation; Fashion Industry; Brick-and-Mortar; Commerce Online; Business Model
Abstract|
Introduction|
The Aim of this Study and the Main Research
Questions|
Literature Review|
Methodology|
Data Analysis|
Conclusion|
References|