A Step Ahead with Consumer Insights
- Post By: rinahansen
- Date:
- Category: Blog
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, […]
Read MoreInfluencer Marketing: It’s a Game of Hearts
- Post By: rinahansen
- Date:
- Category: Blog, front
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 […]
Read MoreIs omnichannel a money maker?
- Post By: rinahansen
- Date:
- Category: Blog, front
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 […]
Read MoreThe Future of Retail Experiences
- Post By: rinahansen
- Date:
- Category: Blog
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 […]
Read MoreOmnichannel implies a new reality for the art of marketing and branding
- Post By: rinahansen
- Date:
- Category: Blog
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 […]
Read MoreHummel’s Digital Transformation Toward Omnichannel Retailing
- Post By: rinahansen
- Date:
- Category: Blog
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 […]
Read MoreToward a Digital Strategy for Omnichannel Retailing
- Post By: rinahansen
- Date:
- Category: Blog
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 […]
Read MoreOmnichannel is the Future of Retail
- Post By: rinahansen
- Date:
- Category: Blog
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: […]
Read MoreHosting a Fashion seminar with the Mayor of Aarhus
- Post By: rinahansen
- Date:
- Category: Blog, Conference
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 […]
Read MorePh.D. papers on fashion ecommerce and multichannel
- Post By: rinahansen
- Date:
- Category: Blog
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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