Analyzation and Optimization of the Omni-Channel Strategy of the Fashion Label 'Marc O'Polo'

Abstract

This study aims to identify the potential factors for improvement and to generate optimization measures for the Omni-channel strategy. We used the fashion label 'Marc O'Polo', a premium brand in the world, as a study case. This study found that the Omni-channel strategy of Marc O'Polo is compared with the competition with other fashion retailers well-developed, but there are some approaches which miss its target. Thus, we may suggest three points of the Omni-channel strategy for Marc O'Polo, which include that, firstly, triggered or location-based communication by using mobile apps as information and communication tools; Secondly, consistent and centralized social media presentation; Thirdly, personalized online marketing based on customer-generated data.