Call for Papers: The New
Marketing in Fashion E-commerce
of Global Fashion MarketingSpecial
Extended Deadline: 30 December 2016
Internet has been regarded as the tool for business
growth internationally (Pezderka & Sinkovics, 2011). In the fashion
industry, e-retail is considered an effective means to expand the business
globally (Reynolds, 2002). Fashion companies specially rely on the store
environment to produce a shopping experience and develop their brands
(Blázquez, 2014). Despite importance of the physical stores, recent years have
seen a substantial development of electronic trade in fashion products. The
fashion products represent one major category of e-commerce and development of
a “new” online marketing. Special attention should be paid to
internationalization of the e-commerce in the fashion industry. Use of internet
and the online channel is understood as a powerful tool for
internationalizating process of reducing physical liabilities, information gaps
and operational threats. Such tool may minimise the perceived risk of fake or
counterfeit products, especially in the luxury segment of fashion.
international development through the new platforms and technologies allows
multi-brand retailers to grow and deliver a unique opportunity to expand their
business. How companies can address consumer attitudes towards technological
facilities in a challenging environment? How would new online marketing and
ecommerce connect at both national and international levels? The aim of the
special issue is to gain a better understanding of online fashion marketing and
retailing. This issue is focused on the role of IT and the crossover effects
between domestic supply chain channels and the internationalization process
(Guercini & Runfola, 2015). Adoption of new technologies changes shoppers’
behavior and business capabilities. This change is attributed to growth of
smart-phone ownership andmobile
Internet penetrationas well asthe new facilities provided through 3D and
consumer interaction (Kim & Ko, 2012).
for the special issue include, but are not limited to (1) the relationship
between design and marketing in industrial marketing and IT or web use in
fashion; (2) the role of the technology, e-commerce and the growth strategy and
marketing in new markets; (3) marketing of the firm specialized in fashion
e-commerce; (4) the contribution of IT, e-commerce and marketing in the
business models of companies in the fashion industry; (5) marketing orientation
and market orientation in the fashion business; (6) the presence of e-commerce
strategies in companies that integrate retail; (7) the relationship between
fashion firms andtheir international
markets; (8) the strategies associated with fashion e-business.
Blázquez, M. (2014). Fashion shopping in multichannel
retail: The role of technology in enhancing the customer experience.
International Journal of Electronic Commerce, 18(4), 97-116.
Guercini, S., & Runfola, A. (2015).
Internationalization through E-Commerce. The Case of MultiBrand Luxury
Retailers in the Fashion Industry. Advances in International Marketing,
Kim, A. J., & Ko, E. (2012). Do social media
marketing activities enhance customer equity? An empirical study of luxury
fashion brand. Journal of Business Research, 65(10), 1480-1486.
Pezderka, N., & Sinkovics, R. R. (2011). A
conceptualization of e-risk perceptions and impli- cations for small firm
active online internationalization. International Business Review, 20(4),
Reynolds, J. (2002), “Charting the multi-channel
future: retail choices and constraints”. International Journal of Retail &
Distribution Management, 30(11), 530-535.
Interested contributor are requested to submit the full paper (between 4,000 and 8,000 words including cover page,
abstract page, text pages and reference page, plus up to 5 tables and figures)
by December 30th 2016.
Submission to the Guest Editors:
Simone Guercini, Professor of Marketing,
Dept. of Business Sciences, University of Florence, Via delle Pandette 9, 50126
Florence, Tel. 0039 055 4374704, Fax 0039 055 4374910, E-mail: firstname.lastname@example.org
Pedro Mir Bernal, Associate Professor of
Marketing, Dept. of Business Sciences, University of Navarra, Campus
Universitario s/n, 31008 Pamplona, Tel. 0034 948 425600