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Omni-channel retail & small luxury retailers : what are the possibilities of omni-channel implementations for small luxury fashion retailers and how can they benefit from such an approach?

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Omni-channel retail & small luxury retailers : what are the possibilities of omni-channel implementations for small luxury fashion retailers and how can they benefit from such an approach?

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QUOTE : “From a fashion retail overarching point of view, the uncompromising implementation of channel-converging strategies is in a rather early state. But specifically for small luxury retailers, which oftentimes lack in financial resources and have understaffed […], a key inhibitor seems to be the progressively emerging tools and techniques, that are evolving evermore and constitute a challenge in understanding their benefits. The biggest hurdle though could be the establishing of a financially viable e-commerce platform.” MAIN OBJECTIVES: (1) To comprehensively present insights into a contemporary understanding of luxury and how the corresponding traditional retail landscape and its consumption behaviour has changed with the advent of the Internet. - (2) To gain an overview on what small luxury retailer’s characteristics are to furthermore deduce their technological capabilities, possibly forming a base for omni-channel activities. – (3) To investigate what omni-channel retail encompasses and in what way this proposition is applicable to small luxury retailers by providing insight into the possibilities and complexities of these endeavours. TABLE OF CONTENTS PREFACE. - 1. INTRODUCTION. - 2. METHODOLOGY. - 3. THE INTERNET AND ITS FORCE ON LUXURY RETAIL: luxury and luxury brands; the traditional retail landscape's transformation due to the internet; a general outline of the channels existing between consumer and retailer; from multi-channel to omni-channel retail; the small luxury retailer. - 4. OMNI-CHANNEL AND ITS IMPLEMENTATION FOR SMALL LUXURY RETAILERS: omni-channel possibilities for small luxury stores; challenges in implementation; outsourcing e-commerce with omni-channel goals - possible? - 5. MAIN CONCLUSION. - REFERENCES. - APPENDIX

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OrganisatieHogeschool van Amsterdam
InstituutMedia, Creatie en Informatie
Gepubliceerd in
Jaar2015
TypeBachelorscriptie
TaalEngels

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