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The fashion retail environment is changing faster than ever. This book shows the latest state of the art in both theory and practice in how to attract customers, turn them into shoppers and to develop them into lovers of any fashion business.

The key-focus lies on a deep understanding of the emotional part during the buying-process. It clearly shows the potential of new digital and social media, and the integration of the on- and offline world within the fashion retail world.

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Jochen Strähle: Jochen Strähle is an international fashion retail specialist. He is a full-professor for International Fashion Management at Reutlingen University in Germany and visiting professor in Finland, the UK, and China. Prior to joining Reutlingen University, Jochen Strähle was CEO of the biggest fashion online retailer in Central Eastern Europe. He has published three books and numerous articles about international management and online business and is a well-known speaker on conferences.

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