Evolving digitally: OTB omnichannel transformation

Abstract

Digital Transformation has been transforming businesses and customers for several years now. With the pandemic outbreak, many trends already ongoing accelerated exponentially, making "digital" mandatory for many industries. The Fashion System has been particularly impacted by COVID-19, and digital transformation has become even more important for fashion brands. This work aims at explaining this acceleration and this impact. First, the pandemic and the digital transformation effect on fashion brands. Then two focuses are provided: an insight on how digital impacted consumer behavior and needs and then an analysis of what is omnichannel and how it has evolved. The last part will be dedicated to a practical case: OTB. OTB is an unconventional fashion group which is at the center of this digital transformation storm. A direct experience with its transformation process and its omnichannel evolution will give insights and details on how fashion businesses are experiencing the metamorphosis of the industry.