Rina hansen

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A Step Ahead with Consumer Insights


  The danish fashion magazine IN publiced a great foreward thinking issue in February 2018 with the title ‘Looking into the Future’. The angle was tech, research and women working at the forefront of this field – such as Malou Aamund, Sophie Hæstorp Andersen, Eva Fog and Christiane Vejlø.   I’m really proud to contribute to this amazing issue, […]

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Influencer Marketing: It’s a Game of Hearts

By Malene Birger micro influencers

Research shows that 9 out of 10 consumers trust an influencer more than traditional advertisements or even celebrity endorsements (Business of Fashion and McKinsey, 2017). So, it’s no surprise that influencer marketing has become a core component of many brands’ marketing strategy. However, while influencers are a powerful channel, working with them is not always […]

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Is omnichannel a money maker?

By Malene Birger events

Yes, to us it is. In an article about omnichannel strategy at By Malene Birger for the Danish Fashion and Textile association, I outlined some guiding steps toward an omnichannel transformation, which you can see here: http://www.dmogt.dk/nyheder/2017/09/Vi-faar-en-oeget-omsaetning-med-omnichannel In the following I have translated this into English   What is an omnichannel strategy? Our omnichannel strategy […]

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The Future of Retail Experiences

By Malene Birger store event

The state of retail We are witnessing a large and somewhat disturbing move in physical fashion retail right now. Despite stock markets all-time highs, booming consumer confidence and the lowest unemployment rates in a decade, there are far more retail closures and fashion businesses going bust in the US than during the financial crisis in […]

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Omnichannel implies a new reality for the art of marketing and branding

omnichannel marketing

Many people only think about ecommerce and digital-in-store, when they think about omnichannel implications for fashion brands. But omnichannel revolutionises the marketing and branding conditions just as much as the sales and retail conditions.     As an omnichannel strategy centralizes governance structure, channel management and decision rights, and customers become customers of the brand at a […]

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Hummel’s Digital Transformation Toward Omnichannel Retailing

Hummel's transformation from B2B to B2C

Sia Siew Kien and I have published our research on hummel’s transformation from being a traditional B2B supplier for 90 years to now also including B2C marketing and retail.   The paper addresses the issue of how the Internet, mobile devices and social media have revolutionized the retail customer experience, enabling customers to research and shop […]

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Toward a Digital Strategy for Omnichannel Retailing

Dr Rina Hansen at CBS

On Tuesday the 2nd of June 2015 I was awarded a PhD for my thesis Toward a Digital Strategy for Omnichannel Retailing. Yeah! It was a beautiful and festive end to 3 years of research at Copenhagen Business School and at hummel. The transition from multichannel to omnichannel retailing implies a fundamental shift in the […]

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Omnichannel is the Future of Retail

Ecommerce is not eating retail

One of the best recent articles on omnichannel is “E-Commerce Is Not Eating Retail” from HBR. As I have studied and worked with multichannel retail and marketing since 2002 and am about to submit a PhD Thesis about omnichannel, I’m naturally really excited to read well-written pieces like this. Here it is in full length:   […]

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Hosting a Fashion seminar with the Mayor of Aarhus

Rina Hansen Headstart Fashion 1

On the 8th of November 2013 hummel hosted a Headstart fashion seminar on Digital Internationalization. – so how you can conquer international markets via ecommerce and digital marketing. The event was beautifully opened with an introduction to Headstart Fashion and the seminar by the Mayor of Aarhus, Jacob Bundsgaard. Then Søren Schriver, the CEO of […]

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Ph.D. papers on fashion ecommerce and multichannel

Skærmbillede 2013-09-06 kl. 11.25.04

I now proudly announce that my paper on luxury fashion ecommerce and multichannel has been published in the Journal of Theoretical and Applied Electronic Commerce Research (JTAER). You can see it or download it at http://www.jtaer.com It is a study that I have worked on since 2002 (yes for 11 years!) which includes interviews with […]

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