Digitization of Luxury Fashion by Building an Omnichannel Dream

Abstract

The digitalization process has been influential on the way marketing is conducted. However, luxury brands have not yet fully channeled the benefits of the integration of various touchpoints. The aim of this chapter is to provide insights into building a luxury fashion omnichannel strategy through the integration of online and offline consumer journeys, based on the emerging needs and lifestyles of different luxury consumer segments. Accordingly, exploratory research is designed to understand luxury consumer typologies and luxury fashion shopping journeys. In-depth interviews were conducted for data collection in Istanbul, with 16 participants. Grounded theory coding was used for analyzing the data. Findings revealed four-consumer typologies –Luxury Beginners, Nouveaux Riches, Conservatives, Established Luxury Consumers. Luxury fashion journey map covering three major steps – pre-purchase, purchase, and post-­purchase – was illustrated based on the usage of both digital and non-digital channels and agents through the journey with discussions to present consumer differences. The results of the study add to the current literature and provide an omnichannel roadmap for the practitioners.

Citation

Karadag, G.M. and Erdogmus, I.E. (2020), "Digitization of Luxury Fashion by Building an Omnichannel Dream", Dirsehan, T. (Ed.) Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey, Emerald Publishing Limited, Leeds, pp. 233-256. https://doi.org/10.1108/978-1-80043-388-520201018