From E-commerce to Digital Transformation: The Case of Luisaviaroma

Silvia Ranfagni

Micro & Macro Marketing, 2021, issue 2, 461-480

Abstract: This paper investigates the case of Luisaviaroma, an emblematic company that pioneered online business in the luxury fashion sector. Founded in Florence (Italy) as a physical retailer, it used its stores asa springboard to animate an e-commerce platform, transforming itself over time into a digital enterprise. Today its sales derive almost entirely from the online business. Despite this, the physical Luisaviaroma stores still play a strategical role: they are integrated in the online business, acting as the basis of omnichannel strategies. The paper investigates Lui­saviaroma’s business integration and related practices of omnichannel management.

Keywords: E-commerce; luxury fashion; digital firms; omnichannel strategy. (search for similar items in EconPapers)
Date: 2021
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