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Benefits and challenges of an omnichannel retail strategy for luxury fashion brands

2020-01-15Dissertação de mestrado Acesso aberto
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datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorSilveira, Catherine da
dc.contributor.advisorMaincourt, Christophe
dc.contributor.authorSalsano, Alessandro
dc.date.accessioned2020-11-13T08:39:08Z
dc.date.available2023-01-03T01:30:35Z
dc.date.issued2020-01-15
dc.date.submitted2020-01-03
dc.description.abstractLuxury is neither a product, an object, a service nor a concept or a lifestyle. It is an identity, a philosophy and a culture. As a business sector and management discipline, these characteristics signify the presence of challenges in the integration of luxury branding within the Internet and digital environment and the requirement of intricate strategies to overcome them (Okonkwo, 2010). The digital transformation that the world has seenin the lastdecades has been capable ofreshaping the way every business is organized. While most of the retail businessesdid not face many difficulties when going throughdigitalization, the Luxury Fashion industry did .Luxury Fashion system today faces the challenge of renewing business models to intercept what is changing in the retail environment and in the consumer base. One way to do so is to implement a successful Omnichannel Strategy. The present workaims to present the benefitsand challengeslinked to the implementation of the strategy, from a managerial point of view. The results will be achievedby leveraging qualitative research conducted with professionals ofthe industry and the available literature.pt_PT
dc.identifier.tid202495906pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/107054
dc.language.isoengpt_PT
dc.relationNova School of Business and Economics
dc.subjectLuxury fashionpt_PT
dc.subjectOmnichannelpt_PT
dc.subjectRetailpt_PT
dc.subjectDigital transformationpt_PT
dc.titleBenefits and challenges of an omnichannel retail strategy for luxury fashion brandspt_PT
dc.typemaster thesis
dspace.entity.typePublication
oaire.awardNumberUID/ECO/00124/2013
oaire.awardTitleNova School of Business and Economics
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT
oaire.fundingStream6817 - DCRRNI ID
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
relation.isProjectOfPublication644a3f4f-817b-4d0d-aba6-f98cdca28bc7
relation.isProjectOfPublication.latestForDiscovery644a3f4f-817b-4d0d-aba6-f98cdca28bc7
thesis.degree.nameA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economicspt_PT

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NSBE - MA Dissertations