Omnichannel as strategy of innovation in youth fashion retail industry in Brazil

Objective: Analyze the use of omnichannel as a strategy of innovation in a retail business focused on youth fashion in Brazil.Method: The study design is a case analysis with qualitative approach and exploration emphasis. Main results: The company seeks to create the buying experience for its final client and adjusts itself in anticipation of its clients' expectations. Analyzes new market trends and researches the consumer to follow behavioral changes that affect the buying decision, understands the need for integration of channels, of the creation of new formats, as well as of the adaptation of old ones. However, the omnichannel concept is used only partially. Theoretical contributions: The main contribution of this study is to expand the theoretical knowledge about the process of omnichannel as innovation strategy in retailing, in particular in the youth fashion retailing industry in Brazil. The study highlights the relevance of internal marketing in the approach of omnichannel and retaining talent. Relevance/Originality: Omnichannel is a novel concept developing as an extension of multichannel. Omnichannel requires a seamless and complete integration, while in multichannel it can be inexistent. Following the worldwide trend, Brazilian retailers need to understand, be prepared to use the integration of different service and sales channels (offline/online) and to know how to add value to the consumers using this innovation strategy.