The role of e-commerce in the internationalization of Spanish luxury fashion multi-brand retailers

Pedro Mir-Bernal, Simone Guercini and Teresa Sádaba

Journal of Global Fashion Marketing, 2018, vol. 9, issue 1, 59-72

Abstract: The aim of this paper is to analyze the role that e-commerce has to play in the internationalization of Spanish luxury multi-brand stores. Possible answers are sought to the following research question: How might the adoption of e-commerce platforms affect the international sales of multi-brand retailers? This paper presents a data analysis of the 15 most important Spanish fashion multi-brand retailers and the different prospects of e-commerce today. Our analysis of online stores shows an open mentality when it comes to adapting to this new business model, but the late integration and inexperience of the majority of retailers limit their performance. Information from different channels and further research through the collaboration of brands would have given us more detailed information regarding the current situation within this sector. The paper analyzes the current situation of e-commerce luxury fashion multi-brand stores and mainly focuses on the Spanish market, even though it also offers a global overview.

Date: 2018
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DOI: 10.1080/20932685.2017.1399080

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