Autore
Ranfagni, Silvia

Titolo
Dall'e-commerce alla trasformazione digitale: il caso Luisaviaroma
Periodico
Micro & macro marketing
Anno: 2021 - Volume: 89 - Fascicolo: 2 - Pagina iniziale: 461 - Pagina finale: 480

This paper investigates the case of Luisaviaroma, an emblematic company that pioneered online business in the luxury fashion sector. Founded in Florence (Italy) as a physical retailer, it used its stores asa springboard to animate an e-commerce platform, transforming itself over time into a digital enterprise. Today its sales derive almost entirely from the online business. Despite this, the physical Luisaviaroma stores still play a strategical role: they are integrated in the online business, acting as the basis of omnichannel strategies. The paper investigates Lui­saviaroma’s business integration and related practices of omnichannel management.



SICI: 1121-4228(2021)89:2<461:DATDIC>2.0.ZU;2-K
Testo completo: https://www.rivisteweb.it/download/article/10.1431/100920
Testo completo alternativo: https://www.rivisteweb.it/doi/10.1431/100920

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