Multichannel versus omnichannel: a price-segmented comparison from the fashion industry

What is it about?

Fashion and apparel brands are using the multiple available channels to increase the number of touchpoints with clients by evaluating the use of multichannel and omnichannel strategies. The results show that fashion brands tend to act in the same way and have only slight differences concerning the number of channels and features available to clients despite the price segment they belong. Overall, the findings show that irrespective of the price segment, all fashion brands act almost in the same way and present only slight differences between the number of channels used and features available.

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