Open Access Opinion

The Role of Omnichannel Experience for Luxury Fashion Brands

Regina Burnasheva*

Sookmyung Women’s University, Republic of Korea

Corresponding Author

Received Date: March 18, 2019;  Published Date: March 22, 2019


The advent of the Internet and providing a variety of channels have changed retail industry. It is suggested that multichannel retailing is moving towards an omnichannel model in which the total integration of various platforms shapes the service interface and creates a seamless experience for the consumers [1]. Most people use the words multichannel and omnichannel interchangeably. However, there is significant difference in that multichannel focuses on business, whereas omnichannel focuses on customers. In the luxury industry context, Burberry, Cartier and Gucci were the first pioneer companies that provided great omnichannel retail experiences for their customers.

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