Rina hansen

Marketing Director & PhD Omnichannel

e-Business Expert

IMG_7539 kopi

@ LazyLazy.com @ Danish Fashion & Textile @ Retail Institute Scandinavia @ TEKO Projects: @ Ralph Lauren @ Fritz Hansen @ Fabergé @ House of Kids @ Feru @ CarmaKoma @ Kudibal etc Speeches: @ Evita Peroni @ hummel @ Fashion Accelerator @ Dansk Mode & Tekstil @ International Fashion & Technology @ Initiative Universal […]

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Welcome to rinahansen.com

runway

Thank you for visiting my site. I love growing brands and teams through digital marketing and retailing. I’ll give you examples of this via cases from my work, consultancy, PhD research and from the enticing online world globally. Enjoy :)

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THE ILLUSION OF BRAND CONTROL Andrew McAffee in Harvard Business Review Blog 13th November 2009

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 […]

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TOO COUTURE TO CONVERSE

Luxury 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 […]

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HIGH TECH / HIGH TOUCH Can Web 2.0 Bring High Touch to the High Tech Platform?

Professor 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 […]

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ECOMMERCE MOVES INTO THE PHYSICAL STORE

Retail 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 […]

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WHY A WEB AGENCY IS NOT ENOUGH

It 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 […]

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WHAT FASHION BRANDS CAN LEARN FROM NIKE

Fashion 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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