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From E-commerce to Digital Transformation: The Case of Luisaviaroma

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  • Silvia Ranfagni

Abstract

This paper investigates the case of Luisaviaroma, an emblematic company that pioneered online business in the luxury fashion sector. Founded in Florence (Italy) as a physical retailer, it used its stores asa springboard to animate an e-commerce platform, transforming itself over time into a digital enterprise. Today its sales derive almost entirely from the online business. Despite this, the physical Luisaviaroma stores still play a strategical role: they are integrated in the online business, acting as the basis of omnichannel strategies. The paper investigates Lui­saviaroma’s business integration and related practices of omnichannel management.

Suggested Citation

  • Silvia Ranfagni, 2021. "From E-commerce to Digital Transformation: The Case of Luisaviaroma," Micro & Macro Marketing, Società editrice il Mulino, issue 2, pages 461-480.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/100920:y:2021:i:2:p:461-480
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