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Underlining the importance of cross channel strategies in the fashion retail industry, this research focuses on the integrated experiences of fashion consumers across different channels. The purpose of this study is to explain the evolution of the fashion brand’s marketing and strategies based on consumers’ change of habits and needs and on their new way of facing apparel’s purchase through a multi-channel experience. The book will analyze the implications of a retail offering for a winning cross-channel strategy. The various roles and functions of the different channels will be identified, focusing on offline and online channels, and how these are integrated with the strategy of the fashion retailer. This study aspires to give an understanding about the implications of cross channel characteristics in integrated world and will analyze how fashion retailers could increase profits, brand awareness and customer loyalty.

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