Type de document : | Travaux étudiant |
Catégorie : | Mémoire |
Titre : | M-commerce, M-mobile and beyond : the role of mobile in the digital strategy of fashion brands |
Auteurs : | HARRINGTON Jennifer |
Promotion : | 2011 |
Langues | Anglais |
Mention : | Bien |
Mots-clés : |
Nom Commun COMMERCE MOBILE ; INTERNET ; PUBLICITE ; STRATEGIE D ENTREPRISE ; STRATEGIE MARKETINGNom Propre BURBERRY ; LAUREN RALPH ; MACY'S ; MARKS AND SPENCER ; NEIMAN MARCUS ; NET A PORTER |
Résumé : | “If your plans don’t include mobile, then your plans are not finished.” Wendy Clark, Senior Vice President, Integrated Marketing, Coca Cola. The past decade has marked the emergence of the use of mobile devices by companies for commerce and marketing purposes. With the arrival of Smartphones in the 2000s, and tablet devices in the past year, mobile represents an opportunity for companies because of both the proliferation of its use and its potential for consumer engagement. In spite of this potential, mobile still remains a relatively new sector and the implementation of mobile within a digital strategy is still less common than its online counterpart. The goal of this dissertation is to explore the potential of mobile for fashion brands and retailers, to identify the key practices and to explore mobile’s role in a company’s strategy. From the preliminary research, a typology of mobile practices with five categories (mobile Web, in-store mobile practices, mobile advertising, mobile social media and tablets) was created. Within each of these categories, individual mobile practices were identified and defined, using examples from fashion retailers (Internet pure players and bricks and mortar) and brand (high-end and mid-range). The use of these practices as part of an overall mobile strategy was examined using case studies from fashion retailers and brands in the same sectors. From this research, it was concluded that mobile practices offer a large potential for fashion brands and retailers both for commerce and marketing purposes. Mobile needs to be viewed as an additional channel that requires a carefully planned mobile strategy. This mobile strategy then needs to be harmonised and integrated with the company’s non-mobile (both online and traditional) marketing strategies. |
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Cote | Support | Localisation | Section | Disponibilité |
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ME/11/422 | Travaux étudiants | Archives IFM | Travaux étudiants | Exclu du prêt |