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Strategic channelchoices in the European fashion industry: how brand positioning shapes the use of direct-to-customer and marketplaces- delivering best in class customer experience online: Korean marketplaces and direct to customer analysis
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This thesis investigates how brand positioning influences strategic channel decisions between DTC and marketplace platforms in the European fashion industry. Using a qualitative multiple-case study approach, it analyzes four leading brands – Gucci, Burberry, Zara, and Adidas – along four strategic dimensions: brand control, financial performance, customer experience, and operational scalability. Insights are complemented by an expert interview to validate key findings. The results reveal a shift toward modular strategies, with hybrid approaches emerging across segments. Practical implications highlight the importance of strategic orchestration and platform governance in aligning channel decisions with brand identity and customer behavior.
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Channel strategy Brand positioning Direct-to-costumer (DTC) Fashion retail CEMS MIM