Reengineering E-Commerce Processes Through IT: A Case Study in Fashion-Luxury Logistics and Warehouse Management

This thesis addresses the strategic reengineering of e-commerce processes in the fashion-luxury industry, examining how Information Technology (IT) can transform operational models to meet the challenges of digital consumer demand. E-commerce is driving structural changes in global retail, requiring firms to redesign their operational models and rethink how they create and deliver value to customers. This shift is particularly evident in the fashion-luxury industry, where the rise of digital commerce has challenged the traditional, exclusive distribution models of luxury brands, necessitating a transformation towards more integrated, efficient and customer-centric approaches. The research combines a theoretical analysis of distribution network design and omnichannel models with an applied case study developed within PwC Advisory. The case study, based on a project developed with the consulting company, examines the transformation of a luxury brand's e-commerce model from a fragmented, outsourced structure to an integrated, in-house system, highlighting the redesign of IT architecture, operational processes, and logistics to align with the company’s strategic objectives. This transformation not only aims to improve operational efficiency and reduce costs but also enables more consistent data capture and enhanced customer experience. The study contributes to both practice and theory by showing how luxury firms can leverage IT as a strategic component to manage and redesign key business processes in an evolving digital marketplace.