Amazon the Innovator

Judy K. Miler , Nancy J. Rabolt

Business Case
Source: Bloomsbury Fashion Business Cases
DOI: 10.5040/9781474208796.0065
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Amazon was founded and grown under the leadership of the founder Jeff Bezos and his philosophy that customers should always be served better and faster. Not only have brick-and-mortar stores changed in variety, type, and ownership over the last twenty years, so has technology. Along with growth in the variety of technology available to consumers, from personal products to services there are billions of virtual shoppers and retailers today. With Amazon’s entry into fashion retailing, technologies associated with enhanced customer service continue to evolve.

Amazon has held a place as one of the most innovative retailers throughout its existence. As successful and advanced as Amazon has been and remains today, there are always challenges to be met and overcome. This may be in part due to the depth and variety of the products, services, and technology that runs the company, along with their service-oriented philosophy of conducting business. Students will compare and contrast online and brick-and-mortar shopping for fashion products, analyze the role of technology in fashion retailing, and explain how technology can be used to enhance the customer experience.

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