Omnichannel in Pandemic Times: Seasonal Trend or Timeless Fashion?

Detalhes bibliográficos
Autor(a) principal: Barreto, Lucas Silva
Data de Publicação: 2022
Outros Autores: Freitas, Verica, Paula, Verônica Angelica Freitas de
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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spelling 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
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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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