Trying on the Future: Exploring Apparel Retail Employees’ Perspectives on Advanced In-Store Technologies

Abstract

Technology use in apparel retail stores is on the rise and is changing the way that employees work and customers shop. In spite of increased use, advanced technology deployed within apparel retail stores has yet to match the rapid pace of growth for technologies adopted by apparel consumers enabled by mobile devices and sophisticated digital applications. The goal of this research was to explore the perspectives of apparel retail store employees on technology use and its relationship to effectively carrying out current and future (innovative) job responsibilities. Three technologies traditionally not found within US apparel retail stores, but emerging as part of the retail store environment, were examined by apparel retail employees in a lab setting. The technologies included a 3D body scanner, product configurator software, and social media. Seven themes emerged from the analysis and reflected how employees envisioned using these advanced technologies in their work. Themes included: (1) communication and relationship building, (2) creativity, (3) customization and personalization, (4) efficiency and accuracy, (5) engagement and experience, (6) fun and interest, and (7) sizing and fit. Concluding recommendations provide insights into how these themes could benefit the employee‒customer interaction, as well as offer direct benefits to employee job satisfaction, retailer profitability, and customer loyalty.