Retailing is an ever-changing facet in the fashion industry. Where brick-and-mortar used to reign supreme, digital is the current go-to for most consumers. Omnichannel retailing makes this process more seamless and has become the industry standard. This book covers both the strategic and practical sides of omnichannel retailing, with a focus on utilization of US-based e-commerce platforms. This textbook consists of three parts: 1) Build - how to build an omnichannel retail business; 2) Market - how to market via different digital marketing channels; and 3) Operate - the operational side of omnichannel retailing. By using industry examples, market reports, and company profiles, you will learn the business concepts and technologies that have evolved modern retailing in the era of the internet.

Key Features Include:

-A fashion or branding case study in every chapter

-Listing for retailing career opportunities for entry-level job titles and their responsibilities so students can learn where they may fit in the fashion industry

STUDIO Features Include:

-Study smarter with self-assessment quizzes featuring scored results and personalized study tips

-Review concepts with flashcards of essential vocabulary

Instructor Resources

-Instructor’s Guide to help integrate the text into your classroom with sample syllabi and additional class activities

-A test bank for every chapter

-PowerPoint Slides for every chapter