The omnichannel era is arriving faster than expected and some of its players are disrupting the fashion industry. Although there is in the hands of managers an incredible richness of data and a huge computing power, the literature has not developed models to approach the new pricing environment. The present models are rigid, based on historical data and focused on internal variables, moreover almost no one has been applied in the real word by real decision making managers. In this article, we applied a flexible, forward looking and fuzzy based model with real management decisions attached and we proved that, leveraging technology, strategic pricing management is a (the) key marketing variable in the omnichannel world to manage demand.
Keywords: Pricing decision process, omnichannel, model for pricing, fashion industry, strategic pricing management