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Omni-channel and Marketing Communication in Sec-ond-hand Luxury Trade Business: Examples from Two Leading Companies in the US and China
Kathryn Bei DENG1; LIU TING CHI1; Sharon Wang Xiao1; Hoi Ngan LOI2
2023-11
Conference NameThe 2023 International Conference on Marketing and Technologies
Conference DateNovember 30 to December 2, 2023
Conference PlaceCzech University of Life Sciences Prague (CZU) and University College Prague (UCP)
CountryCzech Republic
Abstract

The study aims to investigate the second-hand luxury omni-channel trade business by reviewing global and Chinese literature and case studies. Through studying two successful industrial leaders (in the US and China) on their omni-channel strategy with a resource-based view (RBV) model, technology application and resource allocation (between online and offline channels as a whole omni-channel platform) are necessary for integration to secure supply chain. The seamless service, the authentication standardisation, and the lifestyle community are essential elements for omni-channel development. This study can help second-hand luxury business who is looking for an omni-channel integration or transformation to gather relevant insights for strategic considerations.

KeywordSecond-hand Luxury · Technology Application · Pre-owned Luxury · Omni-channel Retail · Circular Economy · Sustainable Fashion
Indexed By其他
Language英語English
Document TypeConference paper
CollectionDEPARTMENT OF MANAGEMENT AND MARKETING
Faculty of Business Administration
Affiliation1.UM
2.Macau Polytechnic University
Recommended Citation
GB/T 7714
Kathryn Bei DENG,LIU TING CHI,Sharon Wang Xiao,et al. Omni-channel and Marketing Communication in Sec-ond-hand Luxury Trade Business: Examples from Two Leading Companies in the US and China[C], 2023.
APA Kathryn Bei DENG., LIU TING CHI., Sharon Wang Xiao., & Hoi Ngan LOI (2023). Omni-channel and Marketing Communication in Sec-ond-hand Luxury Trade Business: Examples from Two Leading Companies in the US and China. .
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