Considering that Luisa Via Roma has initiated the trend of e-commerce, would it be proﬁtable to expand its stores to other locations?! ! Rationale! Luisa Via Roma, a luxury boutique in Florence, has been one of the ﬁrst businesses to begin selling its clothing and accessories via the internet. Today, it makes most of its revenue thanks its online store but is also active selling in its store, which nevertheless produces a considerable amount of revenue. It is possible, due to Luisa Via Roma having become a true icon, that opening stores in other world fashion capitals could increase its proﬁt even more.! ! Theoretical framework! I plan to evaluate the advantages brought to Luisa Via Roma by implementing e-commerce, putting special consideration into how this phenomenon initiated the brand name. I will then compare its proﬁtability and popularity in both areas (online and in its store) to evaluate what weight should be given to the ofﬂine presence of the boutique. To analyse whether opening a new store is worth it I will use SWOT analysis.! ! Key areas of syllabus! 1.3 SWOT analysis! 4.8 E-commerce! ! Methodology! Primary research:! • Interview with the store staff to determine the intentions of those who walk into the store: do they purchase items or do most come to browse the infamous fashion boutique?!
• Interview with the highest manager to establish whether more effort is put into the maintenance of e-commerce and online presence or into the store itself.! Secondary research:! • Sources in particular customer reviews will be analysed to understand whether they are leaning more to buying in the store or online.! ! Problems likely to be encountered and possible solutions!
Problems Solutions The customers will probably not admit that they are only browsing the store to later purchase online or just to view the store. Ask a wide range of customers.! Put less weight on the intentions of the customer (although still considering it) and more on the actual numbers.! Take this information from online reviews as customers online tend to be more blunt.
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