C Option four channel integration

c Channel integration involves the effective streamlining of both the online

2 and offline retail channels. Brands that adopt this option recognize the presence of an online consumer group and provide a trading platform to satisfy cd them without compromising the strong emphasis placed on offline retail activities. This e-retail option is the most feasible for luxury fashion brands ro at the moment as it effectively aligns the online and offline retailing activ->.. ities and utilizes internal resource fits in its management. This option also

3 recognizes that real space (offline) and cyberspace (online) are not mutually 3 exclusive because frequently, consumers use both spaces during their purchase evaluation process. For example, a customer may obtain pricing information online and visit the store for the 'purchase experience' while others may visit the store to 'feel and look' at the products and then purchase online at their convenience. An additional indicator is that e-retail continuously influences offline store visits both for shopping and through return and exchanges of purchased goods. Consumers are also likely to make a purchase in the store while returning or exchanging a product they bought online. Although several luxury brands are yet to adopt complete channel integration, the brands that have shown the most inclination to this strategy are Dior and André Ross (Figures 6.8 and 6.9). At the time of writing, Dior had implemented a multi-country e-retail strategy

Figure 6.8 The Dior online boutique (October 2006)

Figure 6.9 The André Ross online boutique (August 2006)

These brands are closest to adopting the Channel Integration strategy. They also indicate the highest commitment to e-retail in the luxury goods sector so far

Figure 6.8 The Dior online boutique (October 2006)

Figure 6.9 The André Ross online boutique (August 2006)

These brands are closest to adopting the Channel Integration strategy. They also indicate the highest commitment to e-retail in the luxury goods sector so far covering the USA, the UK and France with other planned markets like Germany; while André Ross had adopted product delivery to the global market.

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100 Fashion Tips

100 Fashion Tips

One of the most important things you need to take note of about becoming fashionable is to get fitter. Therefore, if you are carrying some extra pounds, then you should lose some of it soon. You can do it through dieting, working out, or a good combination of both. Find more fashion tips like this one within this guide.

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