New marketing in fashion e-commerce

Guercini, Simone and Bernal, Pedro Mir and Prentice, Catherine ORCID: (2018) New marketing in fashion e-commerce. Journal of Global Fashion Marketing, 9 (1). pp. 1-8. ISSN 2093-2685


This paper introduces a special issue devoted to the emergence of new marketing models and tools within a fashion e-commerce context. Despite the importance of physical stores, in recent years, we have witnessed substantial development regarding the electronic trade in fashion products. In effect, fashion products represent a major category within e-commerce and have witnessed the development of a 'new' form of online marketing. Special attention should be paid to the internationalization of e-commerce within the fashion industry. New models and tools have emerged in relation to: the technology/consumption interface and the strategies of the different players within the business sector; the integration of online and offline fashion marketing; the impact of new IT technologies and new marketing on preexisting fashion marketing policies, such as customization; and the role of new emerging players such as fashion bloggers and influencers. In this period of change, new and traditional marketing tools co-exist. The five articles in this special issue seek to contribute to research whose aim is to systemize new models and tools that may be useful for practitioners and marketing researchers working in this field.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 10 Aug 2022 05:09
Last Modified: 11 Aug 2022 00:50
Uncontrolled Keywords: digital consumer; E-commerce; fashion blogger; fashion marketing; online fashion retailing
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350799 Strategy, management and organisational behaviour not elsewhere classified
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified
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