Reconfiguring the Fashion Business: The “YOOX” Virtual Boutique Case Study

Abstract

The premise of this work is based on a belief that information technology is an important driving force not only for following new business strategies but also for contributing to the reorganization of entire business sectors. Normann’s work “Refraining Business” which has been taken as a point of reference for investigating the factors which enable these phenomena and “Yoox” virtual boutique forms the case study which is examined in this perspective. The concept of prime mover, in some sense, represents this perspective. A prime mover exploits market imperfections, takes advantage of technological breakthroughs and, above all, reconfigure a new business model mobilizing new competences, overcoming business borders and re-shuffling actors’ roles. Yoox can be considered a prime mover. Selling activity has been completely reconfigured. Undeniably, shops with their walls vanish in favor of a virtual website and local customers typical of traditional shops have been substituted by global internet web surfers. Moreover, Yoox is emerging as a provider of e-commerce platforms providing a key in hand online selling system to fashion brands and in this way the rules of the game of the fashion sector, has been, albeit marginally, modified.