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Electronic Fashion
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Product Details
Die Reichweite des E-Commerce innerhalb der Modeindustrie nimmt vor allem im Bereich hherer Einkommen deutlich zu. Doch nur wenige Hersteller von Luxusmode nutzen bislang die Mglichkeit eines E-Shops in Ergnzung zum stationren Retail. Niklas Mahrdt und Michael Krisch beschreiben in Electronic Fashion erstmalig das Potenzial von E-Shops im Business-to-Consumer-Bereich aus Sicht der Luxusmode-Hersteller. Sie bewerten mgliche Umsetzungsstrategien fr E-Shops und analysieren die Erfolgsfaktoren. Die Ergebnisse zeigen, dass E-Shops betrchtliches Potenzial besitzen, um die Marktposition des Herstellers zu festigen und seine Kundenbeziehungen zu intensivieren. Entscheidend fr Erfolg und Profitabilitt ist insbesondere die Frage, wie ein E-Shop konzipiert und kommuniziert werden muss, um zu einem hheren Umsatzwachstum, einer strkeren Kundenbindung und zu einer Steigerung des Unternehmenswerts zu fhren. Hierfr liefert dieses Buch wichtige Hinweise und zahlreiche Beispiele.
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