Il fashion retail nell'era della digitalizzazione: il caso OVS

Thesis work analyzes the evolution that over time has undergone the concept of retailing in the fashion industry, from the early labs and boutiques to the current concept store 2.0 and digital retail. After a general overview of what is the current role of the physical store compared to the smartphone, supported by the study of consumer behavior, we analyze what are the different tools that companies must adopt for building their business and the strategies they can Put into effect with respect to the offer. It will also focus on the technological innovation that has overtaken the fashion retail sector, leading, therefore, to adopting a different strategic approach by virtue of a new consumer attitude, labeled as 3.0, which has adopted a modality "Multichannel" (web, mobile, physical channels) for its buying process - from multichannel logic, where different sales channels are designed and managed separately, to the omnichannel logic, which involves interaction of the consumer with a The only selling channel that is the combination of the physical and the digital one. Finally, the OVS case is presented with an overview of the company to analyze the served target, the bid, the sought-after position and the innovations implemented. [edited by Author]