Vogue business index: digital and omnichannel strategies, top brands are Ermenegildo Zegna, Chloe, Loewe and Michael Kors

Vogue business index: digital and omnichannel strategies, top brands are Ermenegildo Zegna, Chloe, Loewe and Michael Kors

Investing in online is now no longer a choice for fashion. As Vogue business reports, at a time when most stores have been closed to traditional shoppers, omnichannel services are burgeoning, prompting a mindset shift: websites don’t exist merely to supplement stores; stores, instead, support online sales. For its omnichannel category, the Vogue Business Index of luxury fashion brands looked at in-store experience; consumer perception of online and offline integration; availability of shopping channel options; customer service; inventory integration and fulfilment options; and geographic presence of e-commerce. Ermenegildo Zegna received the highest omnichannel score, Chloé (58), Loewe (56) and Michael Kors (56) also were among the high scorers in offline-online integration.

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