You’ve probably heard by now that “your brand is no longer yours.” The assertion’s based on simple math. In the era of blogs, discussion boards, Facebook, Twitter, and other Web 2.0 tools, virtually everyone can get online and talk about your company and its offerings. As a result, the amount of information your marketing and […]
Read MoreLuxury fashion brands have traditionally been hesitant and slow to embrace the online platform, but today nearly all brands have an Internet presence and over half of the observed brands for this dissertation also have e-commerce or, in other words, they have adopted an e-shop business model. However, while business executives would argue that within […]
Read MoreProfessor Evart Gummesson has developed John Naisbitt’s ‘high tech / high touch’ concept and integrated it into his relationship marketing theories. ‘High tech high touch’ is based on the notion “to balance the material wonders of technology with the spiritual demands of our human nature” and concludes “the more technology around us, the more the […]
Read MoreRetail experts have long talked about multi-channel strategy and thereby about the marriage of physical and online stores. We have seen how physical stores can function as showrooms where you can see, touch and try the products before ordering them via the computer. One example is the Danish furniture company, Bolia.com, which experiences that nearly […]
Read MoreIt is not just a question of being present on the Internet through having a website, or of developing the prettiest website or of providing the richest content. It is about creating an exceptional online experience for every person visiting and revisiting the website. It is about appealing to the senses and arousing a profound […]
Read MoreFashion brands are finally getting serious about digital media. But so far, their strategies have mostly focused on marketing and communications initiatives like interactive advertising campaigns, fashion films and live-streamed runway shows. Integrating digital technology into the core product offering remains a largely unexploited area of opportunity. Here, fashion companies can learn a lot from […]
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