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Fashion companies have invested highly in their brands and today Designer Giorgio Armani and other high fashion designers are investing in effective fashion e-commerce in order to market their brand, connect with consumers who lie outside their network of stores, and expand their territory without the investment of establishing new stores.
Online retailing, allows consumers to log into their personal computers at home and access products. (Chapter 11, Page 363) Armani hired a Bologna-based Web retailer, Yoox Group SpA, to design an online shop for his brand. The Yoox Group SpA began as a way to sell designer items from the previous season over the Internet at discount prices...
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