Revisit: The New Marketing in Fashion E-Commerce


Special issue of Journal of Global Fashion Marketing; Deadline now 30 Dec 2016

Call for Papers: The New Marketing in Fashion E-commerce

Journal of Global Fashion Marketing Special Issue
Extended Deadline: 30 December 2016

Internet has been regarded as the tool for business growth internationally (Pezderka & Sinkovics, 2011). In the fashion industry, e-retail is considered an effective means to expand the business globally (Reynolds, 2002). Fashion companies specially rely on the store environment to produce a shopping experience and develop their brands (Blázquez, 2014). Despite importance of the physical stores, recent years have seen a substantial development of electronic trade in fashion products. The fashion products represent one major category of e-commerce and development of a “new” online marketing. Special attention should be paid to internationalization of the e-commerce in the fashion industry. Use of internet and the online channel is understood as a powerful tool for internationalizating process of reducing physical liabilities, information gaps and operational threats. Such tool may minimise the perceived risk of fake or counterfeit products, especially in the luxury segment of fashion.

The international development through the new platforms and technologies allows multi-brand retailers to grow and deliver a unique opportunity to expand their business. How companies can address consumer attitudes towards technological facilities in a challenging environment? How would new online marketing and ecommerce connect at both national and international levels? The aim of the special issue is to gain a better understanding of online fashion marketing and retailing. This issue is focused on the role of IT and the crossover effects between domestic supply chain channels and the internationalization process (Guercini & Runfola, 2015). Adoption of new technologies changes shoppers’ behavior and business capabilities. This change is attributed to growth of smart-phone ownership and mobile Internet penetration as well as the new facilities provided through 3D and consumer interaction (Kim & Ko, 2012).

The topics for the special issue include, but are not limited to (1) the relationship between design and marketing in industrial marketing and IT or web use in fashion; (2) the role of the technology, e-commerce and the growth strategy and marketing in new markets; (3) marketing of the firm specialized in fashion e-commerce; (4) the contribution of IT, e-commerce and marketing in the business models of companies in the fashion industry; (5) marketing orientation and market orientation in the fashion business; (6) the presence of e-commerce strategies in companies that integrate retail; (7) the relationship between fashion firms and their international markets; (8) the strategies associated with fashion e-business.


Blázquez, M. (2014). Fashion shopping in multichannel retail: The role of technology in enhancing the customer experience. International Journal of Electronic Commerce, 18(4), 97-116.

Guercini, S., & Runfola, A. (2015). Internationalization through E-Commerce. The Case of MultiBrand Luxury Retailers in the Fashion Industry. Advances in International Marketing, 26,15-31.

Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.

Pezderka, N., & Sinkovics, R. R. (2011). A conceptualization of e-risk perceptions and impli- cations for small firm active online internationalization. International Business Review, 20(4), 409-422.

Reynolds, J. (2002), “Charting the multi-channel future: retail choices and constraints”. International Journal of Retail & Distribution Management, 30(11), 530-535.

Time schedule

Interested contributor are requested to submit the full paper (between 4,000 and 8,000 words including cover page, abstract page, text pages and reference page, plus up to 5 tables and figures) by December 30th 2016.

Submission to the Guest Editors:

  • Simone Guercini, Professor of Marketing, Dept. of Business Sciences, University of Florence, Via delle Pandette 9, 50126 Florence, Tel. 0039 055 4374704, Fax 0039 055 4374910, E-mail:
  • Pedro Mir Bernal, Associate Professor of Marketing, Dept. of Business Sciences, University of Navarra, Campus Universitario s/n, 31008 Pamplona, Tel. 0034 948 425600 E-mail:
  • Catherine Prentice, Associate Professor of Marketing, School of Business & Law, Edith Cowan University, 2 Bradford St, Mount Lawley WA 6050, Australia. E-mail:

For Submission Guideline and More Information:

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