When to launch a sales promotion for online fashion products? An empirical study

  • Haiqing Hu
  • Pandu R. TadikamallaEmail author


Sales promotion will increase sales of online fashion products, but very little research has been performed to address when to launch a promotion after a new product is released. We address this question by considering collective selection from the perspective of fashion theory and by integrating signals of trust that are of common concern of consumers in the e-commerce setting. We develop semiparametric regression models to estimate the sales promotion effect to decide when a promotion should be launched. These models are also used to analyze the sales promotion effect of complementary matching, the previous sales promotion and the characteristics of the sales promotion event. The results show evidence regarding (1) the best time to launch a promotion after a product is released online; (2) the existence of a saturation effect of cumulative sales, which represents credible information of trust; and (3) the promotion effect of the complementary matching, the previous promotion and the characteristics of the promotion event.


Promotion Fashion Saturation Complementary matching 



The first author was partially supported by the Shandong Key Research and Development Plan under Grant No. 2016GGX106005 and Shandong Social Science Planning Fund Project under Grant No. 18CGLJ06.

Compliance with ethical standards

Conflict of interest

On behalf of all authors, the corresponding author states that there is no conflict of interest.


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© Springer Science+Business Media, LLC, part of Springer Nature 2019

Authors and Affiliations

  1. 1.Business SchoolShandong Yingcai UniversityJinanPeople’s Republic of China
  2. 2.Katz Graduate School of BusinessUniversity of PittsburghPittsburghUSA

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