Rethinking Omnichannel in Fashion: The Imperfect Reality of Seamless Experiences

Abstract Book of the 12th International Conference on Business, Management and Economics

Year: 2026

[PDF]

Rethinking Omnichannel in Fashion: The Imperfect Reality of Seamless Experiences

Gaya Calabro'

ABSTRACT:

Over the last decade, the fashion industry has strived to deliver a seamless omnichannel experience, where customers can transition effortlessly between physical stores, websites, mobile apps, and social media platforms. However, this ideal of a frictionless shopping journey has proven to be more of an aspiration than a reality. While significant technological advancements, such as artificial intelligence and augmented reality, have helped bridge some gaps, they have also revealed that creating a perfectly integrated experience is a complex and elusive goal. This paper contends that, rather than focusing on the unattainable ideal of seamlessness, fashion retailers should embrace a more pragmatic approach—one that leverages the unique strengths of each individual touchpoint. The challenge is not to eliminate all friction but to enhance and optimize each interaction in a way that adds value to the customer journey. By enhancing physical stores as experiential hubs, optimizing mobile commerce platforms, and making use of data-driven personalization online, retailers can better meet the evolving demands of modern consumers. This strategy not only empowers customers but also fosters loyalty and drives business growth. Rather than attempting to erase all boundaries between channels, the focus should be on strategically connecting them to create a robust, adaptive, and competitive retail ecosystem that maximizes the potential of every touchpoint.

Keywords: Customer Engagement; Digital Transformation; Retail Innovation; User Experience; Empowered Customers