Abstract
The case study focuses on Arvind Fashions’ transformation into an omnichannel fashion retailer in India. It describes how the company embraced digital strategies to stay ahead of industry disruptions. The strategic shift involved creating a separate arm, Arvind Internet, to drive technology innovation. Arvind Fashions focused on integrating online and offline sales channels on the back of its homegrown omnichannel platform, Omuni. It launched the direct-to-consumer (D2C) portal, NNNow.com, in 2016 and prioritised a marketplace approach for its partnerships with third-party e-commerce platforms. Arvind Fashions continues to leverage technology to enhance the customer experience and deliver on its omnichannel promise. It is focused on leveraging data to develop actionable insights. It aims to boost its D2C business by launching mono-brand websites for its key brands. Will Arvind Fashions be able to chart out a successful path for the future?
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | IS0147 |
| Title | Arvind Fashions Omnichannel Retailing in Digital India |
| Pages | 21 |
| Published on | Aug 2, 2024 |
| Year of Event | 2024 |
| Authors | Rao, H Raghav; Bose, Indranil; Bhattacharya, Samadrita; Lahiri, Saikat; |
| Area | Information Systems (IS) |
| Discipline | Innovation and Entrepreneurship, IT and Systems, Marketing, Operations Management, Strategic Management |
| Learning Objective | The primary objective of this case study is to assist in the discussion and explanation of the following management themes: • Approach to technology enabling a legacy fashion business • Omnichannel strategy in fashion retail • The marketplace model vs the wholesale model in e-commerce • The costs and benefits of D2C in retail • The role of emerging technology in fashion retail |
| Keywords | Business Analytics; Digital Marketing; Direct to Consumer; Omnichannel; Retailing |
| Country | India |
| State | Gujarat |
| City | Ahmedabad |
| Organization | Arvind Fashions |
| Access | For All |
My Cart
You have no items
in your shopping cart.