Branding and Channel Issues in E-Commerce from an Information System's Perspective

E-commerce has matured and become mainstream. The fashion industry is now competing strongly in the digital markets. Beside traditional web-shops, new sales and branding channels are emerging e.g. M-commerce (mobile); social commerce; marketplaces; gaming etc. E-commerce and multi-channel retailing (MCR) now have a less technology-centric perspective while focusing more on sales and branding, although technology is the carrier and imposes limits. Corporate information systems are extended to the consumer‟s computers, smartphones and digital entertainment platforms. The information systems (IS) research tradition is somewhat challenged but can provide an elaborate framework for the understanding of the business and technology changes as well as provide an ideal support for research and businesses in choosing among the different MCR options. This paper proposes a model to understand and position fashion companies‟ existing and future sales and branding channels from an IS perspective. Future research suggestions include long-term challenges and benefits of distinct electronic channels.