...Susana C. Silva; Paulo Duarte; Anel Sundetova Purpose The purpose of this study is to explore and compare how fashion and apparel brands are using the multiple available channels to increase the number of touchpoints with clients by evaluating the use of multichannel and omnichannel strategies...

...Barry Berman; Shawn Thelen Purpose The purpose of this paper is to analyze differences between multichannel and omnichannel marketing, describe the advantages of omnichannel marketing and explain how retailers can best transition from multichannel marketing to omnichannel marketing. Design...