Clicks-and-bricks: a case study of the Amaro brand

Abstract

The rise of e-commerce has dematerialized retail shopping locations, transposing them to the digital layer in the so-called 'brick-to-click' movement. However, the opposite path, 'click-and-brick', arouses curiosity for the re-association of the physical store with e-commerce, directing attention to new meanings of materiality in fashion retail. In this context, this paper discusses the multidimensional materiality of fashion retail within the e-commerce theme from two main movements: the emergence of physical spaces that complement online stores and the orientation of e-commerce operations towards big data. To illustrate the concepts and reflection on these themes, the authors carry out a case study on the omnichannel operations of a brazilian fashion brand called AMARO.