Integration of multi-channel distribution and its impact on profit of fast fashion companies

dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.advisorAlmor, Tamar
dc.contributor.authorNguyen, Thi Hong Ngoc
dc.contributor.departmentMikkelin kampusfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2017-05-11T10:11:55Z
dc.date.available2017-05-11T10:11:55Z
dc.date.issued2017
dc.description.abstractObjectives The main objective of this study is to make a comparison between multi-channel distribution and single-channel distribution companies in terms of profit growth. The comparison enables companies to select the type of distribution system suitable for their businesses. Moreover, this paper strives for an effective framework of multi-channel distribution integration, which guides the companies to integrate their distribution channels in the case they choose to apply multi-channel distribution system. Summary Based on data from a survey, the paper explores customer behaviors related to the multi-channel distribution of fast fashion companies and points out that the system helps to enhance customer attraction and brand awareness. It also analyzes the financial performance of five fast fashion companies during a five-year period from 2012 to 2016. Aiming to instruct companies operating in the industry to integrate multiple distribution channels, a framework is proposed based on the original six-stage multi-channel strategy model of Sharma and Mehrotra (2007). Conclusions Integration of multi-channel distribution positively influences customer attraction and brand awareness of fast fashion companies. Nevertheless, e-commerce distribution only fast fashion retailers are having higher net income growth than multi-channel distribution retailers in the recent five years. The single-channel retailers may take into consideration applying the framework proposed in this paper to integrate retail stores with e-commerce channels effectively.en
dc.format.extent56
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/26027
dc.identifier.urnURN:NBN:fi:aalto-201705114443
dc.language.isoenen
dc.programme(Mikkeli) Bachelor’s Program in International Businessen
dc.subject.keywordmulti-channel distributionen
dc.subject.keywordmulti-channel marketingen
dc.subject.keywordfast fashionen
dc.subject.keyworde-commerceen
dc.subject.keywordH&Men
dc.subject.keywordInditexen
dc.subject.keywordUniqloen
dc.subject.keywordASOSen
dc.titleIntegration of multi-channel distribution and its impact on profit of fast fashion companiesen
dc.typeG1 Kandidaatintyöfi
dc.type.ontasotBachelor's thesisen
dc.type.ontasotKandidaatintyöfi
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