Abstract
Today practice of creation own online of business is widespread in the USA and Europe while in Russia similar practice only gathers gradually a turn. Nevertheless, in Russia start treating a similar kind of activity more seriously. An objective of this research - to determine expediency of maintaining by the luxury fashionable companies of commercial activity online on the example of the largest foreign players. As a result of research it is defined that purchase online of goods of haute couture – a question ambiguous as many do not find in general need for acquisition of similar things owing to economic prerequisites and personal claims. During research it was revealed that the beginning of active sales of luxury goods, in particular clothes subjects, can negatively influence brand representation for perception of the consumer. The following conclusion concerns the main channel of communications between the buyer and the seller. Despite probable negative effects of sales online, nevertheless, the companies should be reoriented and conduct vigorous marketing activity in a network. Physical shops – an important aspect of maintenance of the status, but it is possible to assume that this services industry is developed quite strongly. Other situation is about online marketiny for фэшн the industries, after all in fact, 10 years ago the companies as Chanel, Dior were categorically against similar shift of values towards digital technologies, today it is inevitable.
Highlights
Следующий вывод касается основного канала коммуникаций между покупателем и продавцом
Today practice of creation own online of business is widespread in the USA and Europe while in Russia similar practice only gathers gradually a turn
In Russia start treating a similar kind of activity more seriously
Summary
Influence of electronic business on development of the companies of the industry of fashion. В ходе исследования было выявлено, что начало активных продаж товаров класса люкс, в особенности предметов гардероба, может негативно повлиять на представление бренда для восприятия потребителя. Сегодня выбор бизнес-модели для компании – одна из ключевых проблем, с которой сталкиваются ежедневно как начинающие предприниматели, так и те, кто решил внести изменения в свой бизнес [Лавров, 2017; Трачук, Линдер, 2015 а; Трачук, Линдер, Убейко, 2017; Трачук, Корнилов, 2013]. Казадесус-Мазанелл и Рикарт [Casadesus-Masanell Ramon, Ricart Joan Eric, 2010] убеждены, что понятие бизнес-модели уходит корнями к работам Питера Друкера, в то время как термин был введен в научной статье в 1957 году Беллманом [Bellman, R., C. Единственное веское основание, которым можно объяснить такую путаницу, это то, что до сих пор не было найдено единого мнения относительно широко принятого определения бизнес-модели в современной литературе [Al-Debei, M. Бизнесмодель как концептуальный механизм описания ключевых компонентов и их взаимосвязей, которые описывают основную логику организации
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