Omnichannel in the fashion industry: A qualitative analysis from a supply-side perspective

Currently, many companies are abandoning multichannel and turning to a much more centralized model known as omnichannel, in order to gain a competitive advantage by integrating and optimizing different channels and thus the client has a unique experience. Within this context, the aim of this study is to analyse the omnichannel digital marketing strategies implemented by Spanish fashion and accessories companies in order to provide pleasant shopping experiences to their online consumers. To that end, a qualitative analysis has been carried out, specifically consisting of in-depth interviews conducted with marketing managers who implement digital strategies in their businesses to improve the online experience of consumers in an omnichannel context. From a practical perspective, this study can help inform companies' decision-making on how to best develop their consumers' omnichannel experience and, in consequence, improve consumers' behavioural responses such as personal participation, satisfaction and engagement with the firm.