The role of E-Commerce and M-Commerce in the international strategy of fashion companies: A qualitative research in the Belgian fashion industry

This study investigates the importance of e-commerce and m-commerce in the international strategy of Belgian fashion firms. On the basis of a qualitative research with in depth case studies in Belgian fashion companies we explored the benefits of e-commerce in an increasingly globalized world. We found that e-commerce and m- commerce can mainly help fashion companies to maximize customer loyalty and gather detailed information on their customers. In the first years, webshops seem to be rather successful in raising sales within the existing segment of consumers, but not so much in attracting new international client groups or gaining profits. On the longer term, the combined strategy of e-commerce, m-commerce and social media will contribute to obtain a larger market share. The study also shows that Belgian fashion companies do not use their full potential to enter new international markets yet.status: publishe