The thesis will analyze the ongoing trends of fashion retail businesses all over the world and the attitudes and opinions consumers have towards fashion and how ever-developing digitalization affects their fashion experience. This thesis will also clarify how the leading fashion retailers are implementing digital transformation into their business models. The main objective of this thesis will be achieved using literature, existing sources, surveys, and reports. The results of the research suggest that digitalization has a huge impact on consumer behavior in terms of fashion. Based on the results, the thesis will then present recommendations for fashion retailers so that the marketer and the customer can reap the advantages of digitalization.
Digitalization is a big part of the everyday lives of fashion consumers. In the past decades, rapidly accelerated globalization and technological developments, among other major changes in society, have modified the overall behavior of consumers. The purpose of this study is to identify the impact of digitalization on consumer behavior with particular reference to the fashion retail industry.
Table of Contents
1. Introduction
1.1 Research aim and objectives
1.2 Structure of the thesis
2. Literature review
2.1 Digitalization
2.2 Fashion
2.2.1 Historical aspects of fashion
2.2.2 Fashion of today
2.3 The impact of digitalization in the fashion industry
3. Fashion and marketing
3.1 Introduction
3.2 The evolution of digital fashion marketing
3.3 Marketing channels
3.3.1 Paid media
3.3.2 Owned media
3.3.3 Earned media
3.4 The marketing mix
3.4.1 Product
3.4.2 Place
3.4.3 Price
3.4.4 Promotion
3.4.5 People
3.4.6 Process
3.4.7 Physical environment
4. Technological developments in the fashion industry
4.1 Introduction
4.2 Mobile integration
4.2.1 Mobile shopping
4.2.2 Mobile scanning
4.2.3 Augmented reality
4.2.4 Location based services
4.3 Physical store integration
4.3.1 Interactive shop windows
4.3.2 Digital signage
4.3.3 Virtual fitting rooms and interactive mirrors
4.3.4 Magic mirrors
4.3.5 Holograms
4.3.6 3D scanning
4.4 Online store integration
4.5 Social media integration
5. Research Methodology
5.1 Background survey
5.2 Survey results
5.2.1 Customer segments
5.2.2 Consumer findings
6. Conclusion and discussion
6.1 Main results of the research
6.2 Suggestions for future research and recommendations
6.3 Limitations of the research
7. List of references
7.1 Literature sources
7.2 Online sources
8. Appendices
8.1 Appendix A – Questionnaire
8.2 Appendix B – Results from the survey
Objectives and Research Themes
The primary objective of this thesis is to examine the impact of digitalization on consumer behavior within the global fashion retail industry. The study addresses how technological advancements, such as mobile integration, online store interfaces, and social media, influence the purchasing journey and consumer decision-making processes.
- Analysis of digital transformation trends in global fashion retail.
- Evaluation of consumer attitudes and opinions toward digital innovations.
- Investigation of how leading retailers implement digital strategies into their business models.
- Exploration of omnichannel retail approaches and their effectiveness.
- Quantitative study of consumer preferences regarding emerging technologies like virtual fitting rooms and mobile payment.
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4.3.4 Magic mirrors
Another innovation in the fashion retail shows the magic mirrors. In 2014 Rebecca Minkoff collaborated with eBay to improve the shopping experience in her New York store. Therefore, she provides a truly omnichannel example, blurring the experience between online an in-store. As a matter of fact, the brand’s sales have reportedly shot up more than 200 percent each year since the installation of smart dressing rooms in their New York flagship. Digital mirrors in the rooms allow customers to request items, view inspirational content, even change lighting conditions. Stylists in store not only deliver requested items and offer advice, but also complete purchases on the floor using a tablet device. Hereby, the customer’s fitting room visits, along with purchase history and preferences can be shared with staff for a highly personalized shopping experience [cf. Schlesinger 2017].
Summary of Chapters
1. Introduction: Outlines the digital revolution's impact on society and the fashion sector, establishing the research aim and structural overview of the thesis.
2. Literature review: Defines key concepts such as digitalization and fashion, while exploring their historical development and current industry impact.
3. Fashion and marketing: Examines the evolution of marketing strategies in the fashion industry and introduces the 7 P's marketing mix model.
4. Technological developments in the fashion industry: Detailed exploration of specific technological innovations including mobile, physical, online, and social media integration.
5. Research Methodology: Describes the design and execution of the empirical quantitative study, including the data collection process and sample demographics.
6. Conclusion and discussion: Synthesizes research findings, offers recommendations for future retail strategies, and notes research limitations.
Keywords
Digitalization, Fashion Industry, Consumer Behavior, Omnichannel Retailing, Digital Marketing, E-commerce, M-commerce, Virtual Fitting Rooms, Mobile Integration, Social Media, Retail Innovation, Customer Experience, Big Data, Technology Adoption, Fashion Retail.
Frequently Asked Questions
What is the core focus of this thesis?
The thesis explores the transformative impact of digitalization on the fashion retail industry and its subsequent effects on consumer behavior.
Which key topics does the research cover?
The study covers digital marketing strategies, technological integrations like mobile and physical store solutions, omnichannel retail, and the analysis of consumer attitudes toward these digital innovations.
What is the primary research question?
The research primarily asks: How does digitalization in the fashion industry affect consumers’ behaviour?
What scientific methods were employed?
The author conducted a quantitative study using an online survey involving 228 respondents to gather primary data on consumer habits and perceptions.
What are the main areas explored in the chapters?
The chapters address theoretical foundations of digitalization and fashion, marketing mix strategies, specific technological developments in retail, and empirical survey results.
What are the characterizing keywords of this work?
Key terms include Digitalization, Fashion Industry, Consumer Behavior, Omnichannel, M-commerce, Social Media, and Retail Innovation.
How do magic mirrors enhance the shopping experience?
Magic mirrors provide a personalized experience by allowing customers to request items, change lighting, and access inspirational content directly in the dressing room.
Why is the "click and collect" service significant?
It represents an important omnichannel bridge that can drive additional in-store sales while mitigating shipping costs and enhancing customer convenience.
What is the main finding regarding digital sales advisors?
The survey results indicate that consumers remain skeptical about replacing human sales assistants with digital robots or AI, preferring human interaction for guidance.
What is the future outlook for physical stores?
The thesis concludes that physical stores will remain valuable, provided they evolve into interactive, seamless environments that leverage technology to augment rather than replace the shopping experience.
- Quote paper
- Andrada Stirbu (Author), 2019, Digitalization in the fashion industry, Munich, GRIN Verlag, https://www.grin.com/document/463259
