Omnichannel Strategies and Marketplace Integration: The Amazon and Deda Stealth Case in the Fashion Industry

This thesis explores the evolution of digital sales from its beginnings, where it was merely considered a complement to physical sales, up until its latest declination: the omnichannel strategy in the luxury fashion sector. Initially reluctant due to the fear of losing their status image, luxury brands are now quickly catching up and embracing this new technology, which can no longer be considered just an option but has become a strategic imperative. The thesis aims to define, by consulting the latest research, what constitutes an omnichannel strategy today and how it is applied in the luxury fashion sector, explaining how well-known brands have been able to successfully leverage these strategies to their advantage. Due to a lack of internal expertise in information technology, brands tend to outsource to professional companies that can help them quickly and effectively implement omnichannel strategies. Deda Stealth is one of these companies, market leader in the Italian luxury brand market, specialized in fashion ERP and omnichannel systems. A case study is presented: the implementation, for a well-known Italian luxury fashion brand, of a new online sales channel, Amazon Luxury Stores. By analyzing process flows, system configurations, and order lifecycle management, the case demonstrates how omnichannel technology not only enhances customer engagement but also reshapes internal logistics and decision-making. The thesis concludes by proposing a framework for implementing effective omnichannel strategies that align operational efficiency with the high expectations of luxury consumers.