Apparel Retail Research Articles

Influence of Social Media on Retail Clothing Outlets in Greater Bengaluru Area

This study explores the influence of social media on women’s apparel retailers in Greater Bangalore, focusing on platforms like Facebook, Pinterest, and Instagram. Findings show that social media elevates brand awareness for even small retailers via influencer partnerships, targeted ads, and engaging content. It enhances customer interaction, loyalty, and facilitates direct sales through social e-commerce integrations like Instagram Shops. Retailers adapt to shifting trends using social listening, optimizing supply and stock management. However, they face challenges such as high competition, algorithm reliance, and reputation management. Overall, social media has become essential for visibility, sales, and consumer engagement in this market.

Study on the Internal Training of Employees in Apparel Retail Chain Enterprises: A Case of UNQ

In the current trend of development, while enterprises strive to gain profits, they also face more challenges, making employee training particularly important. In the process of enterprise development, the capabilities of departmental personnel need to be continuously strengthened, and knowledge and skills require constant updating. Among these, the change and progress in the training system serve as an excellent model. This study takes the UNQ Guangzhou Victoria Store as the research subject and distributed 53 questionnaires through online channels based on five indicators: training needs (I), training content (II), training arrangement (III), training system (IV), and training outcomes (V). A total of 53 questionnaires were collected, achieving a 100% response rate, with 53 valid questionnaires, also indicating a 100% validity rate. Through data analysis, the strengths and weaknesses of employee training were identified to address specific practical issues, promote the functionality of employees, and ultimately enhance the economic and social benefits of the enterprise, thereby gaining a unique competitive advantage.

Determinants of online apparel mass customization: a decade in review

PurposeMass customization is a production process that allows consumers to customize products from an array of options to suit their preferences and needs and benefit from large-scale production efficiencies. In recent years, several apparel retailers have integrated customization into their online presence. While the benefits of online apparel mass customization (OAMC) are apparent, factors that determine the usage of the process are many. Therefore, it is important to explore these factors and understand the relationships between them and the impact on the intention to use OAMC.Design/methodology/approachA review of studies published in the last decade was conducted through the Scopus, Web of Science and JSTOR databases in September 2023. Peer-reviewed research articles published in the English language were included. These studies were carried out in the United States of America, Canada, Korea and China and addressed motivations and antecedents of OAMC technology.FindingsThe data were extracted, and the findings were synthesized. The review process enabled us to examine several theories and determinants of OAMC. The latter were categorized into the following themes: “consumer personality and psychology”, “consumer perceptions”, “consumer behaviour determinants” and “process, experience and product”. The influence of consumer personality traits, psychogenic needs, characteristics and other facilitating conditions emerged through the review.Originality/valueThe purpose of this paper is to study the various determinants of OAMC and thereby provide valuable information to businesses in OAMC domains to improve customized processes, understand consumers' motivations and develop marketing strategies that improve overall satisfaction with OAMC.

Investigating the post-pandemic textile market: the stake of private labels in customer loyalty

The textile market is a global production, processing, and distribution industry. It includes various products, from natural fibres like cotton and wool to synthetic fibres like polyester and nylon. The textile market has faced several challenges recently, including rising production costs, increasing competition from overseas producers, and declining consumer demand. This empirical study examines the relationship between private labels offered in organised retail apparel stores in Belagavi, North Karnataka, India, and certain factors such as customer satisfaction, trust, and Loyalty. This study explores the role played by trust as a mediator between customer satisfaction and Loyalty to brands in the textile industry. The data were collected from 460 respondents using convenience sampling with a structured questionnaire. The results show that Satisfaction (B=0.0782, p=0.611) and Trust (B=0.8678, p<0.001) show significant positive unstandardised coefficients in the regression model predicting Loyalty. There is a mediated but indirect influence of customer trust on customer satisfaction and Loyalty generated by Satisfaction in the study area. By weaving together Satisfaction and trust, textile retailers can forge stronger customer bonds, enhance Loyalty, and gain a competitive edge in the Belagavi market. This approach paves the way for sustainable growth and success in the dynamic textile landscape.

Experimental evidence that activewear retail imagery elicits physiological, attentional and self-reported markers of body image threat in women

Online apparel retail imagery is a prominent threat to women’s body image, particularly segments such as activewear which emphasize the value of women’s bodies. In a within-subjects experiment, we exposed women (N = 128) to imagery randomly selected from activewear, casualwear and homewares websites and measured their gaze behavior, physiological arousal, as well as subjective emotional states and body image ratings. Exposure to activewear retail imagery elicited significantly lower body image ratings, a higher negative emotional state, and a lower positive emotional state compared to the other website imagery conditions. Physiological arousal was significantly higher for both apparel imagery conditions compared to the homewares imagery condition. Body biased gaze behavior was significantly higher for the activewear imagery condition compared to the casualwear imagery condition. Notably, body shame moderated the self-reported but not the physiological experimental effects, such that women with higher body shame experienced stronger adverse changes in their body image and emotional state ratings following activewear exposure. Correlations revealed that self-reported experimental responses to activewear imagery were strongly associated with self-objectification, appearance comparison, disordered eating and body image coping attitudes. Thus, exposure to popular apparel may play a role in maintaining maladaptive body image attitudes and behaviors in women.

Enabling self-service technology (SST) using an intelligent chatbot to advance the online apparel co-design process

ABSTRACT Apparel co-design in online has emerged as a promising approach to enhancing customer experience by offering customised apparel. However, effectively communicating accurate product requirements through product configurators for co-design is a challenge for non-specialists. This study proposes an approach to improve the online apparel co-design by developing a natural language-based, self-service technology-enabled chatbot to effectively elicit customer requirements. The study was based on sports bra as a case study, with a Wizard of Oz approach used to characterise the chatbot requirements through a newly developed website. Thematic analysis was conducted on chatlogs generated by thirty participants who co-designed a sports bra with the assistance of a product expert. Key findings were used to develop a reference model based on a morphological box, which helps design and develop a chatbot on product configurators in the online apparel retail industry to enhance experience through effective customer requirement elicitation.

Effects of online customer reviews on sustainable clothing purchase intentions: The mediating role of perceived diagnosticity

AbstractOnline customer reviews play a vital role in evaluating product or service performance and serve as an important reference for other customers' purchase decisions. This study explores the influence of online customer reviews on sustainable clothing purchase intention through text mining and survey‐based methodologies. The results showed that online customer reviews focused on four dimensions: material ecology, clothing fashion, clothing functionality, and price reasonableness. Online customer reviews have a positive impact on consumers' sustainable purchase intentions, and perceived diagnosticity mediates the relationship between online customer reviews and purchase intentions. In addition, customers' prior sustainability knowledge moderates the relationship between material ecology, price reasonableness, and perceived diagnosticity. This study further enriches theoretical research on sustainable consumption within the context of online apparel retailing and helps sustainable apparel brands more accurately grasp the influencing variables of customers' sustainable consumption behaviours and formulate precise electronic word‐of‐mouth marketing strategies.

Examining the impact of consumers’ showrooming behavior on sales staff job conditions: insights from the Indian apparel retail sector

PurposeThis research aims to investigate the showrooming phenomenon in the context of the evolving omnichannel shopping landscape, which seamlessly integrates both physical and online retail channels. Showrooming, wherein customers browse products in physical stores but ultimately purchase from online competitors, poses a potential threat to the job security and job satisfaction of sales staff in brick-and-mortar (B&M) stores. To address this issue, this study explores the relationship between showrooming, self-efficacy, sales performance, job insecurity and job satisfaction of sales staff, using the job demands-resources (JDR-R) model as a theoretical framework.Design/methodology/approachThis research employs quantitative research methods and gathers data from 219 sales staff working in Indian retail stores. Structural equation modeling is used to test the proposed hypotheses.FindingsThe results indicate that showrooming is associated with a decrease in the self-efficacy, sales performance and job satisfaction of sales staff. Furthermore, the result indicates that showrooming is positively associated with increased job insecurity among the sales staff.Originality/valueThis study offers valuable contributions to existing literature and offers insights for both retailers and salespeople regarding the potential repercussions of showrooming. It also suggests coping strategies to address the challenges posed by showrooming and the behavior of showroomers.

Joint transshipment, markdown, and clearance decisions at a fast-fashion retailer

This paper considers a joint transshipment, markdown, and clearance sales decisions of multiple products for a fast-fashion retailer that owns and operates a large network of retail stores. This problem is motivated by the logistics operations of the largest apparel retailer in Turkey, namely LC Waikiki. Particularly, the emphasis is on the following questions: How should the products be re-distributed among retail stores after a few weeks of demand observation? What should be the price level for each product? And, finally, which products should be marked for clearance sales? To answer these questions, a mathematical model is proposed considering the business rules and the practices of the retailer encounters. We develop a Bender-Decomposition-based heuristic to find upper bounds and a simulated annealing-based metaheuristic to find incumbent solutions, both of which have proven to be quite effective. A Covering-Cut-Bundle approach is used to accelerate the convergence of the Bender-Decomposition algorithm. We have also conducted a set of experiments to uncover the impact of business rules on the retailer's operations and the effectiveness of joint markdown and transshipment decisions.

Enhancing Body Measurement Accuracy and Immersive Experience with Virtual/Augmented Reality in E – Commerce Platform

n the realm of e-commerce, achieving accurate body measurements for clothing is a persistent challenge. This project utilizes Virtual and Augmented Reality (VR/AR) technologies to revolutionize online shopping. It introduces a feature where users can enhance cloth fitting based on their measurements, reducing sizing issues and improving customer satisfaction. Users can input measurements like bust, waist, and hips to customize their fit, leading to a more seamless shopping experience and reducing returns. The project also includes a VR-based prototype for a virtual clothing store, enhancing engagement and aesthetics while redefining online apparel retailing standards. IndexTerms - Online Shopping,E-Commerce,ill-fiting,Virtual Reality,HTML,CSS,JavaScript

What drives loyalty in small apparel retailers?

AbstractThis study explores the characteristics of customers who are likely to demonstrate loyalty toward small apparel retailers, specifically focusing on the connection between hedonic shopping values and loyalty. A quantitative research approach was used, employing a questionnaire survey to collect data. Participant criteria were: (1) US residency, (2) 18 years or older, and (3) apparel shoppers. Attitudinal loyalty toward small apparel retailers acts as a mediator between the influence of all six hedonic shopping values and behavioral loyalty toward small apparel retailers. Trust positively moderates the impact of attitudinal loyalty on behavioral loyalty toward small apparel retailers.

The Role of Sales Personnel Empathy and Customer-oriented Behaviour on Female Consumers’ Emotions and Satisfaction: An Empirical Analysis

Even though online shopping and self-service options are popular, salespeople still play a crucial role in influencing women’s decisions when buying intimate apparel. This study looks into how sales staff influence Asian female consumers’ choices in this industry. By studying 301 people who shop for intimate apparel, the research explores how salespeople’s empathetic interactions affect customers’ emotions, relationships and overall satisfaction. Drawing on empirical data from 301 participants engaged in intimate apparel shopping, the research examines how empathic interactions by salespersons impact customers’ emotions, relational outcomes and overall satisfaction. Findings reveal that affective empathic interactions significantly enhance salesperson competencies and customer-oriented behaviours, leading to heightened levels of satisfaction. Moreover, the study elucidates the mediating roles of customer competence and hedonic value in shaping satisfaction levels. The implications of these findings for improving customer satisfaction in intimate apparel retail are discussed.

Research on the Marketing Strategy of Barbie Based on the Chinese and German Markets

“Barbie”, a film about women’s awakening, was released this summer. It stimulated discussions regarding women’s independent thinking among internet users and encouraged the economic growth of connected companies. Several well-known brands, including HM, Zara, and other apparel retailers, have seen the development of numerous ancillary products. However, domestic and foreign cinema markets should use distinct marketing strategies due to various cultures and concepts. As representations of Asian and European cultures, China and Germany have diverse historical backgrounds. In order to discover a more effective marketing strategy for the Chinese market and raise Barbie’s box office in China, this essay compares the different methods of marketing used in China and Germany and analyzes the factors that contributed to the lower box office in China. This will not only reduce the pressure but also concentrate the audience, choose to promote the film around the university, increase the sales of the female audience, and attract some male audience simultaneously.

The challenges to circular economy in the Indian apparel industry: a qualitative study

Purpose In recent years, researchers and practitioners have paid a great deal of attention to the circular economy (CE) due to its potential social and environmental benefits. However, limited attention has been devoted in the literature to studying the barriers to CE implementation in the apparel retail industry in emerging and developing nations besides China. Consequently, the purpose of this paper is to analyse the barriers to implementing CE in the Indian garment retail market. Design/methodology/approach This exploratory study uses a comprehensive literature analysis to identify the micro-level impediments to CE adoption in India's garment retail industry. The study aims to identify these barriers using a Delphi process, consisting of three stages. The first stage involves literature reviews and expert opinions, while the second and third stages involve survey methods with 14 industry professionals and academics. The use of the two primary data sources allows for triangulation of the data, which improves the validity of the findings and enables broader conclusions to be drawn from the results. Findings This study indicates that the top three challenges to implementing CE principles in the Indian apparel retail industry are “standards and regulation barriers” (84%), “strategic barriers” (82%) and “supply chain management and technology barriers” (79%). Strategies for overcoming these obstacles include gaining top management support, coordinating supply chain components, training and employee motivation. Research limitations/implications This study considers only Indian apparel retail industry, and the practical implications could potentially limit the study to emerging Asian economies. Originality/value To the best of the authors’ knowledge, this is the first research of its type to explore CE obstacles at the organizational level in the Indian garment retail business. Thus, it contributes to a greater understanding of the topic and enables practitioners to develop effective policies and business strategies for CE and sustainability.

The Effects of Social Media Advertising on Consumers’ Brand Loyalty: With Special Reference to the Apparel Retailers

The apparel industry faces increased competition from newcomers and imports, making it crucial for local companies to maintain brand loyalty. This research aimed to determine the most significant features of social media advertising (informativeness, entertainment, irritation, credibility) that influence apparel consumers' brand loyalty. The findings showed that social media advertising significantly impacts consumer brand loyalty in the Sri Lankan apparel retail industry. There was no significant relationship between informativeness and brand loyalty, but there were significant relationships between entertainment, irritation, and credibility. The data did not support a positive relationship between informativeness and brand loyalty, but entertainment had the greatest impact. The researcher has notified the Sri Lankan apparel retail industry to act on the findings and suggests future research in another industry to determine if these dimensions are correlated with the dependable variable.

Beyond the storefront: empirical insights into consumers' responses to omnichannel apparel retailers

Purpose This research investigates apparel consumers' psychological and behavioral responses to omnichannel (OC) integration. Specifically, the study applies the cognitive–affective–conative (CAC) model to reveal consumers' decision-making process under the impact of channel integration quality (CIQ), perceived fluency (PF) and cognitive and affective trust (AT).Design/methodology/approach Primary data were collected through an online survey. In total, 657 eligible responses were received. This study applied partial least square structural equation modeling for data analysis.Findings The findings demonstrate that the extrinsic cognitive factor, CIQ, substantially affects consumers' intrinsic cognition (cognitive trust [CT] and PF), which consequently fosters consumers' AT and shopping intentions. Specifically, integrated promotion and transaction information positively affects CT, while integrated product and price and information access negatively impact CT. All the dimensions of CIQ, except integrated promotion (IP), significantly affect PF. CT and AT exhibit mediation effects in the CAC model.Practical implications Apparel brands and retailers may apply the findings to effectively design their retail channels and implement channel integration to boost consumers' shopping intentions and trust.Originality/value This study is one of the pioneering studies applying the CAC model to empirically examine OC consumers' decision-making process. It is also among the first to determine that cognitive and AT have theoretical distinctions in the OC retailing setting.

Strategic Managerial Shift at Retail Stores to Boost Positivity Among Employees in Post-Pandemic Scenario

Retail is one of the most severely impacted sectors by the COVID-19 pandemic. The end of a pandemic is no relief for managers as the recovery phase is all the more challenging. In the 'new normal,' consumers' reluctance to visit stores adds to retail store managers' global challenges. Store managers had to rethink their business plans to innovate for sustenance. The article demonstrates a novel approach to discovering the strategic shift of the managers of the retail stores for apparel to boost positivity from the employees' subjective perspective in the post-pandemic era. Dynamic, ingenious, and morally stable leadership styles help to draw insights for exploring the mechanism with which the managers of the retail stores of apparel brands induce positive organizational behavior—the links of the constructs of a theoretical model frame into hypotheses. The sample is of 300 employees in apparel retail stores. Structural equation modeling empirically validated the approaches. The findings revealed that only an ingenious leadership style could induce positivity among the current employees in apparel retail stores. The study will give valuable insights into the applications of store managers to implement novel strategic decisions in their leadership styles.

Classification and regression tree approach for the prediction of the seasonal apparel market: focused on weather factors

PurposeClimate change-induced weather changes are severe and frequent, making it difficult to predict apparel sales. The primary goal of this study was to assess consumers' responses to winter apparel searches when external stimuli, such as weather, calendars and promotions arise and to develop a decision-making tool that allows apparel retailers to establish sales strategies according to external stimuli.Design/methodology/approachThe theoretical framework of this study was the effect of external stimuli, such as calendar, promotion and weather, on seasonal apparel search in a consumer's decision-making process. Using weather observation data and Google Trends over the past 12 years, from 2008 to 2020, consumers' responses to external stimuli were analyzed using a classification and regression tree to gain consumer insights into the decision process. The relative importance of the factors in the model was determined, a tree model was developed and the model was tested.FindingsWinter apparel searches increased when the average, maximum and minimum temperatures, windchill, and the previous day's windchill decreased. The month of the year varies depending on weather factors, and promotional sales events do not increase search activities for seasonal apparel. However, sales events during the higher-than-normal temperature season triggered search activity for seasonal apparel.Originality/valueConsumer responses to external stimuli were analyzed through classification and regression trees to discover consumer insights into the decision-making process to improve stock management because climate change-induced weather changes are unpredictable.

Consumer Engagement in Circular Consumption Systems: a Roadmap Structure for Apparel Retail Companies

Organizations that adopt Circular Business Models, such as apparel companies, must overcome barriers on many levels, including the lack of consumer engagement. Data from different stakeholders in the Brazilian apparel value chain were gathered, and interviews with circular apparel companies were conducted to support the development of a roadmap structure that guides companies in engaging their consumers. The roadmap structure has three layers, consumer behavior, business model design, and communication and marketing, and provides sets of activities that contribute to the success of circular transition in apparel companies, by supporting short- and long-term changes in consumer behavior through cohesive processes of product development and promotion. The roadmap structure, therefore, presents an integrated view of important determinants of circular consumer engagement. This tool can be piloted and implemented by apparel retail companies that operate in circular production and consumption systems.

Fashioning Herstory: Unveiling Women's Influence in Retail Apparel Trends

The research investigates the intricacies of women's choices and actions concerning retail fashion clothing. Focused on understanding the complex relationship between women and the retail fashion industry, the study tries to uncover key insights that shape their shopping decisions. By examining the interplay of various factors, the study seeks to contribute to both the academic understanding of consumer behavior and the practical strategies of the retail sector. The implications of the findings extend to both academia and industry, from an academic perspective, the research contributes to the existing literature on consumer behavior, particularly within the domain of fashion retail. The findings offer an understanding of how gender-specific factors influence buying preferences and choices.