Omnichannel in Pandemic Times: Seasonal Trend or Timeless Fashion?
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Ciências Administrativas (Fortaleza. Online) |
Texto Completo: | https://ojs.unifor.br/rca/article/view/11837 |
Resumo: | The fashion market is responsible for expressive numbers in the economy. In 2019, the sector already led the number of orders in Brazilian e-commerce and employed more than one million people. The covid-19 pandemic, however, has brought numerous impacts to the sector: Brazilian fashion brands consider the definitive closure of stores in shopping malls, and important fashionweeks have been canceled, in addition to the reduction of collections. With the social distancing measures necessary to contain the pandemic, the omnichannel strategy has become a matter of survival for companies in the sector, which have been racing against time in an unprecedented digital escalation. Adoption of online stores, delivery, digital payment, the anticipation of shopping vouchers, live fashion shows, and specific actions on social networks are some of the initiatives adopted. Despite this, complaints related to delivery deadlines, products not received, and problems with exchange and/or return of products grew during the pandemic, raising questions about the maturity of organizations for channel integration. This teaching case narrates, based on secondary data, how the omnichannel strategy is being used by companies in the sector and offers subsidies for the discussion of the impact and longevity of these strategies in the post-pandemic scenario. |
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Omnichannel in Pandemic Times: Seasonal Trend or Timeless Fashion?Omnichannel em Tempos de Pandemia: Tendência da Estação ou Moda Atemporal?OmnichannelModaPandemiaCovid-19Varejo.CanaisOmnichannelVarejoOmnichannel, Fashion, Pandemic, Covid-19, RetailThe fashion market is responsible for expressive numbers in the economy. In 2019, the sector already led the number of orders in Brazilian e-commerce and employed more than one million people. The covid-19 pandemic, however, has brought numerous impacts to the sector: Brazilian fashion brands consider the definitive closure of stores in shopping malls, and important fashionweeks have been canceled, in addition to the reduction of collections. With the social distancing measures necessary to contain the pandemic, the omnichannel strategy has become a matter of survival for companies in the sector, which have been racing against time in an unprecedented digital escalation. Adoption of online stores, delivery, digital payment, the anticipation of shopping vouchers, live fashion shows, and specific actions on social networks are some of the initiatives adopted. Despite this, complaints related to delivery deadlines, products not received, and problems with exchange and/or return of products grew during the pandemic, raising questions about the maturity of organizations for channel integration. This teaching case narrates, based on secondary data, how the omnichannel strategy is being used by companies in the sector and offers subsidies for the discussion of the impact and longevity of these strategies in the post-pandemic scenario.O mercado da moda é responsável por números expressivos na economia. Em 2019, o setor já liderava o número de pedidos no e-commerce brasileiro e empregava mais de um milhão de pessoas. A pandemia de covid-19, no entanto, trouxe inúmeros impactos para o setor: marcas de moda brasileiras consideram o fechamento definitivo de lojas em shoppings centers, importantes semanas de moda foram canceladas, além da redução de coleções. Com as medidas de distanciamento social, necessárias para conter a pandemia, a estratégia omnichannel passou a ser uma questão de sobrevivência para as empresas do setor, que vêm correndo contra o tempo, numa escalada digital sem precedentes. Adoção de lojas on-line, delivery, pagamento digital, antecipação de vale compras, live fashion show e ações específicas em redes sociais são algumas das iniciativas adotadas. Apesar disso, reclamações relacionadas a prazos de entrega, produtos não recebidos, problemas com troca e/ou devolução de produtos cresceram durante a pandemia, fazendo surgir questionamentos sobre a maturidade das organizações para a integração de canais. Este caso de ensino narra, a partir de dados reais secundários, como a estratégia omnichannel está sendo utilizada por empresas do setor e oferece subsídios para a discussão do impacto e longevidade dessas estratégias no cenário pós-pandemia.Universidade de Fortaleza2022-04-25info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://ojs.unifor.br/rca/article/view/1183710.5020/2318-0722.2022.28.Esp.e11837Journal of Administrative Sciences; Vol. 28 (2022); e11837 Revista de Ciencias Administrativas; Vol. 28 (2022); e11837Revista Ciências Administrativas; v. 28 (2022); e118372318-0722reponame:Revista Ciências Administrativas (Fortaleza. Online)instname:Universidade de Fortaleza (UNIFOR)instacron:UNIFORporhttps://ojs.unifor.br/rca/article/view/11837/6810Copyright (c) 2022 Revista Ciências Administrativashttps://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessBarreto, Lucas SilvaFreitas, VericaPaula, Verônica Angelica Freitas de2024-04-09T16:28:30Zoai:ojs.ojs.unifor.br:article/11837Revistahttps://periodicos.unifor.br/rcahttp://ojs.unifor.br/index.php/rca/oai||revcca@unifor.br|| sergioforte@unifor.br2318-07221414-0896opendoar:2024-04-09T16:28:30Revista Ciências Administrativas (Fortaleza. Online) - Universidade de Fortaleza (UNIFOR)false |
dc.title.none.fl_str_mv |
Omnichannel in Pandemic Times: Seasonal Trend or Timeless Fashion? Omnichannel em Tempos de Pandemia: Tendência da Estação ou Moda Atemporal? |
title |
Omnichannel in Pandemic Times: Seasonal Trend or Timeless Fashion? |
spellingShingle |
Omnichannel in Pandemic Times: Seasonal Trend or Timeless Fashion? Barreto, Lucas Silva Omnichannel Moda Pandemia Covid-19 Varejo. Canais Omnichannel Varejo Omnichannel, Fashion, Pandemic, Covid-19, Retail |
title_short |
Omnichannel in Pandemic Times: Seasonal Trend or Timeless Fashion? |
title_full |
Omnichannel in Pandemic Times: Seasonal Trend or Timeless Fashion? |
title_fullStr |
Omnichannel in Pandemic Times: Seasonal Trend or Timeless Fashion? |
title_full_unstemmed |
Omnichannel in Pandemic Times: Seasonal Trend or Timeless Fashion? |
title_sort |
Omnichannel in Pandemic Times: Seasonal Trend or Timeless Fashion? |
author |
Barreto, Lucas Silva |
author_facet |
Barreto, Lucas Silva Freitas, Verica Paula, Verônica Angelica Freitas de |
author_role |
author |
author2 |
Freitas, Verica Paula, Verônica Angelica Freitas de |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Barreto, Lucas Silva Freitas, Verica Paula, Verônica Angelica Freitas de |
dc.subject.por.fl_str_mv |
Omnichannel Moda Pandemia Covid-19 Varejo. Canais Omnichannel Varejo Omnichannel, Fashion, Pandemic, Covid-19, Retail |
topic |
Omnichannel Moda Pandemia Covid-19 Varejo. Canais Omnichannel Varejo Omnichannel, Fashion, Pandemic, Covid-19, Retail |
description |
The fashion market is responsible for expressive numbers in the economy. In 2019, the sector already led the number of orders in Brazilian e-commerce and employed more than one million people. The covid-19 pandemic, however, has brought numerous impacts to the sector: Brazilian fashion brands consider the definitive closure of stores in shopping malls, and important fashionweeks have been canceled, in addition to the reduction of collections. With the social distancing measures necessary to contain the pandemic, the omnichannel strategy has become a matter of survival for companies in the sector, which have been racing against time in an unprecedented digital escalation. Adoption of online stores, delivery, digital payment, the anticipation of shopping vouchers, live fashion shows, and specific actions on social networks are some of the initiatives adopted. Despite this, complaints related to delivery deadlines, products not received, and problems with exchange and/or return of products grew during the pandemic, raising questions about the maturity of organizations for channel integration. This teaching case narrates, based on secondary data, how the omnichannel strategy is being used by companies in the sector and offers subsidies for the discussion of the impact and longevity of these strategies in the post-pandemic scenario. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-04-25 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://ojs.unifor.br/rca/article/view/11837 10.5020/2318-0722.2022.28.Esp.e11837 |
url |
https://ojs.unifor.br/rca/article/view/11837 |
identifier_str_mv |
10.5020/2318-0722.2022.28.Esp.e11837 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://ojs.unifor.br/rca/article/view/11837/6810 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 Revista Ciências Administrativas https://creativecommons.org/licenses/by-nc/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 Revista Ciências Administrativas https://creativecommons.org/licenses/by-nc/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade de Fortaleza |
publisher.none.fl_str_mv |
Universidade de Fortaleza |
dc.source.none.fl_str_mv |
Journal of Administrative Sciences; Vol. 28 (2022); e11837 Revista de Ciencias Administrativas; Vol. 28 (2022); e11837 Revista Ciências Administrativas; v. 28 (2022); e11837 2318-0722 reponame:Revista Ciências Administrativas (Fortaleza. Online) instname:Universidade de Fortaleza (UNIFOR) instacron:UNIFOR |
instname_str |
Universidade de Fortaleza (UNIFOR) |
instacron_str |
UNIFOR |
institution |
UNIFOR |
reponame_str |
Revista Ciências Administrativas (Fortaleza. Online) |
collection |
Revista Ciências Administrativas (Fortaleza. Online) |
repository.name.fl_str_mv |
Revista Ciências Administrativas (Fortaleza. Online) - Universidade de Fortaleza (UNIFOR) |
repository.mail.fl_str_mv |
||revcca@unifor.br|| sergioforte@unifor.br |
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