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Omnichannel in the fashion industry: A qualitative analysis from a supply-side perspective

Carlota Lorenzo-Romero1, María-Encarnación Andrés-Martínez1, Juan-Antonio Mondéjar-Jiménez2

  • 1Business Department, University of Castilla-La Mancha, Faculty of Economics and Business, Albacete, 02071, Spain.

Heliyon
|June 25, 2020
PubMed

Keywords:
Business managementDigital experience as marketing strategyFashion industryGlobalizationMarketingOmnichannelQualitative studyStrategic managementSupply-side perspectiveTechnology adoption

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