Omni-channel management

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Select an academic paper related to omni-channel management, conduct a paper review and discuss how the findings could be related to today’s omni-channel retailing or marketing. Identify a fashion brand that could benefit from the findings / ideas from the research paper, and how they can adopt it. 
You should also advise how the brand should adjust their current retailing strategies to omni-channel retailing. If they already have omni-channel strategy, identify their pitfalls, and suggest improvements from a customer experience perspective. 
You can select fashion brand, cosmetic brands, or luxury brands that sell consumer products.

Grading rubrics
Critical review of the academic paper (30%)
Demonstration of the understanding of the related theories (20%)
Implications to the selected fashion brand (40%)
Presentation and English proficiency (10%)  

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