The German retail clothing sector is currently in a difficult position: declining sales and cheap, non-industry discounters are intensifying the competition for consumers in the fashion market. Consumer behavior is also changing: modern customers increasingly want to determine for themselves where, when, and how they inform themselves about products and make purchases. The winner here is the one who can retain customers in the long term. One strategy is to offer multiple sales channels for customers, known as multi-channel marketing. In his study, Stefan Kock closely examines a specific model of multi-channel marketing in retail, called Brick&Click marketing, in order to fill the research gap in this area and to provide approaches for further analysis of the individual business models within the multi-channel framework.