1. Identification
E-Branding Fashion Products
Identification of consumer cluster size and buying motives from web-enthusiast to online price shoppers as well as consumers’ level of rationality
2. Analysis
Analysis of the integration of multi-channels for the brand to understand the motive for visiting and buying the brand online
3. Fit
Analysis of fit of brand attributes online and off-line, detect brand attributes that generate orientation, trust and value in electronic environments
4. Understanding
Understanding of consumers’ consumption desire for easiness and clarity as well as appreciation
5. Modeling
Modeling of the variety of e-communication instruments (microsites to brand placements) to support brand attribute experience and dialog possibilities at every step