Library:
Paris Champerret
Madrid
London
Paris Montparnasse
Turin
Berlin
This thesis investigates the integration of indirect channels in the global omnichannel strategy of luxury fashion brands, focusing on the benefits and challenges of incorporating these channels effectively. The significance of this research lies in addressing the gap in existing literature, which predominantly focuses on direct channels while overlooking the role of indirect channels in the omnichannel landscape. By examining this underexplored area, the study aims to provide insights that can enhance the strategic approach of luxury fashion brands in their omnichannel efforts. The research question guiding this thesis is: To what extent can indirect channels be integrated into the global omnichannel strategy of luxury fashion brands? This question is addressed through a comprehensive literature review and qualitative interviews with industry professionals and experts. The literature review covers the benefits of omnichannel strategies, key success factors and challenges in their implementation, and the specificities of luxury fashion brands and indirect channels. This foundational knowledge sets the stage for the research conducted through semi-structured qualitative interviews. The research highlights that omnichannel in the luxury sector is a recent trend, having its own specificities to be defined in the luxury sector, that direct channel will take more and more importance in the industry but that indirect channels will still have a relevant role, especially outside of Europe and North America, and there is still room for improvement and for imagining collaboratively future integrations that could be beneficial to both luxury brands and third parties, but they will present significant challenges. The contribution of this research to the field is multifaceted. It expands the understanding of omnichannel strategies in the luxury fashion industry by incorporating the often-neglected perspective of indirect channels. The study's recommendations highlight the importance of a holistic approach to their commercial strategy, which can drive the future success of luxury fashion brands in an increasingly competitive and omnichannel-driven market.
