Omnichannel strategy and organizational strategy: HRM challenges for luxury & fashion companies. In WOA 2019 Proceedings

With the advent of technology, even the way of shopping has changed. Today's consumers want to be always connected, receive information and above all have the product they want as quickly as possible wherever they are. This led to a transformation also in the retailer business models that had to move from a multi- channel logic to an omni-channel; always having as a key objective to offer a seamless customer experience. At present, there are many marketing studies aimed at the omnichannel strategy, but very few are those oriented to investigate the most organizational aspects regarding the corporate structure, the changing roles and the new skills to be acquired. Very few researches focus on Human Resources Management. The omnichannel strategy and the related new HR management becomes interesting, which is why it will be my field of study, for fashion companies as one of the biggest challenges for these organizations have faced since the beginning of the digital era is how to bring the same high- end experiences they offer in-store to the digital space. This study is an ongoing research and I will go to present the theoretical framework and the research design.