How fashion brands learned to click

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How fashion brands learned to click

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Title: How fashion brands learned to click
A longitudinal study of the adoption of online interactive and social media by luxury fashion brands
Author: Hansen, Rina
Abstract: Most luxury fashion brands have yet to develop a clear and focused integrated online strategy, as they have struggled with the dilemma of interacting with fans and customers online. We observed how 35 luxury fashion brands utilized social and interactive online technologies since 2006 by formulating a framework for assessing fashion websites and brand controlled social media sites. Our findings illustrate that the observed luxury brands have increased their adoption of social and interactive digital technologies since 2006, and that with the help of Web 2.0 technologies fashion brands can create an immersing and innovative environment online.The findings also have relevance for practitioners, as the developed 8C framework can function as a checklist for fashion brand website creation.
URI: http://hdl.handle.net/10398/8528
Date: 2012-10-06
Notes: Paper presented at Information Systems Research Seminar in Scandinavia, IRIS. 16-19 Aug 2011. Turku, Finland.

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