Influence of electronic business on development of the companies of the industry of fashion

A. V. Lukyanova ()

Business Strategies, 2018, issue 6

Abstract: Today practice of creation own online of business is widespread in the USA and Europe while in Russia similar practice only gathers gradually a turn. Nevertheless, in Russia start treating a similar kind of activity more seriously. An objective of this research - to determine expediency of maintaining by the luxury fashionable companies of commercial activity online on the example of the largest foreign players. As a result of research it is defined that purchase online of goods of haute couture – a question ambiguous as many do not find in general need for acquisition of similar things owing to economic prerequisites and personal claims. During research it was revealed that the beginning of active sales of luxury goods, in particular clothes subjects, can negatively influence brand representation for perception of the consumer. The following conclusion concerns the main channel of communications between the buyer and the seller. Despite probable negative effects of sales online, nevertheless, the companies should be reoriented and conduct vigorous marketing activity in a network. Physical shops – an important aspect of maintenance of the status, but it is possible to assume that this services industry is developed quite strongly. Other situation is about online marketiny for Ñ„Ñ ÑˆÐ½ the industries, after all in fact, 10 years ago the companies as Chanel, Dior were categorically against similar shift of values towards digital technologies, today it is inevitable.

Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.strategybusiness.ru/jour/article/viewFile/445/381 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aci:journl:y:2018:id:445

DOI: 10.17747/2311-7184-2018-6-20-30

Access Statistics for this article

More articles in Business Strategies from Real Economy Publishing House
Bibliographic data for series maintained by Кузнецов Ð Ð»ÐµÐºÑ ÐµÐ¹ Риколаевич ().