The 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 as a 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.
From E-commerce to digital transformation: the case of Luisaviaroma / Silvia Ranfagni. - In: MICRO & MACRO MARKETING. - ISSN 1121-4228. - ELETTRONICO. - (2021), pp. 461-480.
From E-commerce to digital transformation: the case of Luisaviaroma
Silvia RanfagniMembro del Collaboration Group
2021
Abstract
The 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 as a 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.I documenti in FLORE sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.