The Challenges of Digital Transformation for Fast-Fashion Brands: A Proposal for an Operational Tool to Measure Omni-Channel Integration
The Challenges of Digital Transformation for Fast-Fashion Brands: A Proposal for an Operational Tool to Measure Omni-Channel Integration
Marta Rey‐García,A. Otero,Vanessa Mato-Santiso
2018 · DOI: 10.1007/978-3-319-92084-9_11
8 Citations
TLDR
This paper identifies the main challenges that fast-fashion retailers face when trying to turn the combination of multiple channels into truly integrated omni-channel strategies, and proposes a simple operational tool to assess the extent to which fast fashion companies are behaving under an omni -channel paradigm from the point of view of the consumer doing a purchase.