Despite the importance of physical stores, fashion products represent a major category within ecommerce and have witnessed the development of a “new” form of online marketing. Special attention should be paid to the internationalization of ecommerce within the fashion industry. New models and tools have emerged in relation to: the technology/consumption interface and the strategies of the different players within the business sector; the integration of online and offline fashion marketing; the impact of new IT technologies and new marketing on preexisting fashion marketing policies, such as customization; and the role of new emerging players such as fashion bloggers and influencers.
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