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In this new video, L2 researcher Leslie Elder says even though adoption of omnichannel features has increased among fashion brands, the category is largely paying lip service to the term. For example, while 25% of brands in the Digital IQ Index: Fashion have at least one omnichannel feature just 10% are using them in combination. Stella McCartney and Coach have truly integrated their online and in-store inventory while other brands continue to use workarounds.

 

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