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

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Author(s): Anthony Kent (Nottingham Trent University, UK), Marco Vianello (Tomorrow Ltd, Italy), Marta Blazquez Cano (University of Manchester, UK)and Eva Helberger (University of the Arts, UK)
Copyright: 2016
Pages: 22
Source title: Handbook of Research on Global Fashion Management and Merchandising
Source Author(s)/Editor(s): Alessandra Vecchi (London College of Fashion, U.K.)and Chitra Buckley (London College of Fashion, U.K.)
DOI: 10.4018/978-1-5225-0110-7.ch016

Keywords: Business & Management / Business Science Reference / Management Science

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

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