It is easy to understand how today, after the more established emergence of computer technology, but, above all, the Internet, our life has changed in almost all aspects and with it the ways companies work at all stages of the production process. The introduction of the network is a powerful tool for brands, as it allows them to recognize and invest in extensive information, which is the basis of the customer decision-making process, in order to obtain their own competitive advantages.

As a result of all this, relations with today’s customers require the implementation of a multi-channel strategy, which is to provide the consumer with the opportunity to establish contact with the brand in any way, eliminating any differences between what is happening in the “physical” space and what is happening on the network.

Shopping in the digital era. In fact, physical stores and digital channels must be transformed into an environment of a single brand and a single retail store, capable of adequately responding to the needs and desires of a universal client who usually seeks to learn about goods differently. (in particular, with the various digital devices at his disposal), experiment with them in the store and then end up buying them online.

Thus, shopping in the digital era is necessary so that the company’s sales points do not turn into just showrooms of large websites that set their own price and promote additional services. It is extremely important for a corporation to manage hybrid distribution systems, making sure that various channels fully compatible to meet the preferences of customers who expect the integration of physical and digital retail channels. This would give them significant advantages, such as, for example, the ability to order goods via the Internet by removing them (or, possibly, returning them) at the nearest point of sale.

All this can be achieved by adopting two specific tasks: first, to ensure the diversity of the online environment. In fact, opening your own e-commerce means not only having a website that attracts attention, but also being active and working on various social networks. Secondly, it is necessary to ensure that all points of contact (nothing more than different channels) that the consumer had with the brand correspond to each other, but, above all, the experience that he would have had if only a classic existed. physical store. It is clear that it is not so easy to declare oneself on sites as in your boutique, but, unfortunately, this is an obligation for modern business, not a choice or opportunity. It is no coincidence that today the best companies have succeeded in becoming such, because they resort to hybrid channels and the so-called “multi-channel marketing,” that is, due to an increase in the number of channels for accessing the market from every point in the area they cover.

By analyzing online clothes shops are trendy, behavior and technological and social transformations, fashion online clothing stores brought about by e-commerce in a shopping context. The data provided includes statistics on the most purchased products on the Internet – from high technology to fashion – and interesting indications of the differences between men and women regarding digital shopping habits.

Fashion is not only creativity, but also innovation. Innovation in terms of creating value and emotional involvement of the client at all stages of the client’s journey. Taking this into account, it is important to manage the procurement experience through accessible distribution channels, selected on the basis of the specific characteristics of the company and adapted to the needs of the client. Large brands demonstrate that direct retail management is a strategic tool, not only commercial, but primarily suitable for developing and supporting brand management policies.

The potential of shopping in the digital era, integrated into an indirect channel, and the introduction of new technologies are the basis on which the next discussion is developing, the purpose of which is to demonstrate how the integrated omni-channel strategy allows you to create a more commercial offer. to complete and make it easier to reach the target audience, focusing on creating a unique and attractive “customer work” that focuses on the whole context, external to the product, services, point of sale, interactive technologies with the client, atmosphere, and not just the product itself. All these elements create an offer rich in symbolic value, which enhances the brand image in order to transform it into a great value perceived by the consumer, and thus affects the choice of the buyer. The main task is to keep up with new technologies and create a “customer-oriented” company that is able to use all points of contact with the client.