WEEK 2 - LEARNING OUTCOMES


This week proposes an overview of the different players operating in fashion e-commerce and explores some of the tools these players use to be more visible and efficient in their online activity. As a result, you will be able to:

  • describe the current trends in fashion e-commerce;
  • give examples of the 3 main business models in online retail;
  • distinguish the branding and performance tools;
  • recall the main tools used in digital marketing;
  • recommend an appropriate use for KPIs;
  • identify industry standards for certain KPIs;
  • define the specificities of luxury e-commerce;
  • describe the critical points in the luxury customer journey;
  • understand the specificities of online retailing in fashion;
  • explain the differences in the e-commerce business models.