Fashion Retail Industry Research Articles

Application of Omnichannel Strategy and Content Personalization to Customer Loyalty in the Fashion Retail Industry in Makassar

This study explores the impact of an omnichannel strategy and content personalization on customer loyalty in the fashion retail industry in Makassar. Using a quantitative approach, data were collected from 60 respondents through a structured questionnaire and analyzed using SPSS version 26. The study measured the relationships between omnichannel strategy, content personalization, and customer loyalty using a Likert scale (1-5). Results from Pearson correlation and multiple regression analyses indicated significant positive relationships between omnichannel strategy and customer loyalty (r = 0.72, p < 0.01) as well as content personalization and customer loyalty (r = 0.68, p < 0.01). The regression model explained 62% of the variance in customer loyalty, confirming the combined influence of these strategies on fostering customer retention. The findings suggest that fashion retailers in Makassar can enhance customer loyalty by offering seamless omnichannel experiences and personalized content that meets individual preferences.

Action research on circular economy strategies in fashion retail

PurposeThe aim of this study is to explore the role and impact of action research in the adoption of circular economy strategies by a fashion retail brand. This exploration is motivated by the need to address the underutilization of action research in management studies, despite its potential to foster a deep understanding of organizational processes and to drive positive transformations. The study seeks to illustrate how action research can contribute to the practical implementation of sustainability initiatives, specifically within the context of new environmental legislation and growing demands for sustainable practices in retailing.Design/methodology/approachThis research employs an action research methodology, particularly suited to the retail field, where understanding and influencing organizational processes are key. Through a detailed case study of a fashion retail brand, the study illustrates how action research facilitates the adoption of circular economy strategies.FindingsThe findings of this study underscore the effectiveness of action research in implementing circular economy strategies within the fashion retail industry. Specifically, it highlights how this approach has led to the successful reduction of waste and reintegration of products into their lifecycle.Originality/valueThe originality of this study lies in its thorough application of action research to measure and refine the outcomes of circular economy strategies in retailing. This novel approach provides substantial insights into the potential of the circular economy to drive practical innovations in business practices within retail.

Predicting demand for new products in fashion retailing using censored data

In today’s highly competitive fashion retail market, it is crucial to have accurate demand forecasting systems, namely for new products. Many experts have used machine learning techniques to forecast product sales. However, sales that do not happen due to lack of product availability are often ignored, resulting in censored demand and service levels that are lower than expected. Motivated by the relevance of this issue, we developed a two-stage approach to forecast the demand for new products in the fashion retail industry. In the first stage, we compared four methods of transforming historical sales into historical demand for products already commercialized. Three methods used sales-weighted averages to estimate demand on the days with stock-outs, while the fourth method employed an Expectation-Maximization (EM) algorithm to account for potential substitute products affected by stock-outs of preferred products. We then evaluated the performance of these methods and selected the most accurate one for calculating the primary demand for these historical products. In the second stage, we predicted the demand for the products of the following collection using Random Forest, Deep Neural Networks, and Support Vector Regression algorithms. In addition, we applied a model that consisted of weighting the demands previously calculated for the products of past collections that were most similar to the new products. We validated the proposed methodology using a European fashion retailer case study. The results revealed that the method using the Expectation-Maximization algorithm had the highest potential, followed by the Random Forest algorithm. We believe that this approach will lead to more assertive and better-aligned decisions in production management.

Retail therapy? The role of positive body image in women’s clothing experiences and preferences for in-store shopping environments

PurposeDespite the online shopping trend, many women still prefer in-store experiences for trying on and buying clothes. The body positivity movement endorsed by many brands implies that all women, even those with lower body appreciation, should feel included in this setting. However, studies have yet to quantitatively explore the mediating role of women’s positive body image between clothing size and in-store experiences. To address this gap, this study examined the in-store experiences of 642 women from largely Western nations (Mage = 45.96, standard deviation (SD) = 9.31) who self-reported as straight-, mid- and plus-sizes and the mediating role of body appreciation.Design/methodology/approachParticipants completed online questionnaires with measures including clothing size, body appreciation, in-store experiences and preferences for in-store changes.FindingsWomen of mid-size and plus-size were more likely than women of straight-size to report lower body appreciation, which led to a greater desire for guidance from staff about styles but less likelihood to approach them, higher discomfort going up a size and lower confidence trying on clothes. In contrast, straight-size women generally felt more comfortable and confident in-store clothes shopping. A direct link between clothing size and lower purchase intentions without in-store representation was found; however, body appreciation did not mediate this link. Preferences for in-store changes included better support from sales staff and more inclusive imagery.Originality/valueThis study indicates that in-store clothes shopping may not feel like retail therapy for women who identify as mid-size or plus-size and experience low body appreciation. It highlights the need for comprehensive reform within the fashion retail industry by prioritizing inclusivity through better staff support and in-store representation for all sizes.

Navigating Inventory Management Challenges in Contemporary Fashion Retailing: A Circular Economy Approach

Our research focuses on decreasing the pollution caused by excess inventory in the fashion retailing industry. We choose to focus on this problem due to the lack of solutions in this region. In the past, people just focused on how to use environmentally friendly materials and how to produce with the lowest amount of pollution. To find a new method to solve the pollution problem during and after the consumers purchasing, we built a model containing the primary fulfillment, retailers, secondary fulfillment, secondary retailers, brands and factories, etc. We use them as examples to find out how to end the combustion of excess inventory. We try to change the linear (in the end, the clothes are useless and combusted) to a circle(we could use one raw material several times) to avoid lots of pollution. The final answer is that we did that by increasing the service age of the products and information transparency inside the fashion retailing industry.

Implementation oPorter’s Generic Strategies in The UK Fashion Retail E-Commerce

The application, and implementation of Porter's Generic Strategies in the UK e-commerce fashion retail industry are the main topics of this study into the strategic management practices of UK e-commerce companies. The study will evaluate how major fashion retailers in the UK have adopted and implemented Porter's strategies of cost leadership, differentiation and focus to gain competitive advantage in the market. Academics, practitioners, and business leaders looking to improve their competitive standing and make wise strategic decisions will benefit greatly from the findings.

Factors Affecting Consumer Behaviour In Indian Fashion Retail Industry- A Study Of Recent Trends And Preferences.

This study investigates the multifaceted realm of consumer behavior within the Indian fashion retail industry, focusing on the intricate interplay of various factors shaping purchasing decisions. With an ever-evolving market landscape, understanding recent trends and preferences becomes paramount for businesses striving to remain competitive and relevant. Drawing upon a comprehensive review of literature and empirical research, this paper aims to dissect the intricate web of influences that drive consumer behavior in the Indian context. Key factors such as cultural nuances, economic dynamics, social influences, and technological advancements are scrutinized to unravel their impact on consumer preferences and buying patterns. Through surveys, interviews, and data analysis, insights are gleaned into the evolving tastes and preferences of Indian consumers in the realm of fashion retail. Additionally, the role of marketing strategies, brand perception, and customer experience in shaping consumer decisions is explored. The findings of this study not only provide valuable insights for businesses operating in the Indian fashion retail sector but also contribute to the broader understanding of consumer behavior dynamics in a rapidly evolving market environment. By staying attuned to the pulse of consumer preferences and adapting strategies accordingly, businesses can navigate the complex terrain of the Indian fashion retail industry with agility and foresight.

Adaptive Clothing for the Elderly of India: Analysis of the Current Market Scenario

Since the beginning of civilisation, clothing has played a vital role in the lives of mankind. Humans use clothing to express themselves and build a positive relationship with others in the society. However, the fashion business has always concentrated on a narrowly defined retail client based on modern cultural notions of beauty: young, conventionally beautiful, and able bodies, with very little inspirational work done in inclusive fashion clothing (Azer et al., 2012; Carroll, 2015). Most of the elderly people struggle with limited body movements and functions and therefore find it difficult to fit into the clothes made by the fashion retail industry. They require clothing that are adaptive, meaning clothing that are easily accessible, made to fit their body requirements and do not compromise on style. The good news is that there is a noticeable shift in the fashion industry and there are many brands which are working in the domain of adaptive clothing. In the international market there are a number of retail organisations that have a dedicated clothing line for the elderly. However, the adaptive clothing market in India is at a nascent stage. There are just a handful of brands working in this sector. The objective of the research was to study the current market players offering adaptive clothing in India. The data was collected from the social media pages of five home grown brands. An in-depth analysis was done in terms of the product range, their functionality, available sizes, choice of textiles etc. The percentage of elderly population is growing in India but the number of products and choices offered by these Indian brands are limited. Therefore, this sector has a huge potential. Research should be carried out to identify the needs of the consumers and suitable product line should be developed.

The Impact of Augmented Reality (AR) Technology on Consumers' Purchasing Decision Processes

This paper examines the profound influence of Augmented Reality (AR) technology on the retail sector, providing a captivating and engaging shopping experience. Augmented reality (AR) superimposes virtual information onto the user's real-world view, facilitating close and interactive engagement between consumers and retailers. The integration of augmented reality (AR) in the retail industry, made possible by the use of intelligent devices and advancements in internet technology, improves shopping experiences by offering virtual fitting rooms and real-time product displays. Despite promising prospects, challenges include high technology costs, limited device popularity, and privacy concerns. Thorough literature reviews examine various studies, including Mussa's (2022) investigation into the relationship between augmented reality (AR), customer experience, and purchase intent during the COVID-19 pandemic, and Xue, Parker, and Hart's (2022) exploration of AR in the design of user experiences in the fashion retail industry. The discussion encompasses technological advancements, case studies, and forthcoming trends, such as personalized shopping experiences and the integration of social media. The potential of Augmented Reality (AR) to enhance consumer confidence and increase purchase intent is evident. However, in order to achieve seamless integration, it is necessary to address challenges such as technical limitations and market acceptance.

The Impact of Social Media Marketing on Consumer Behavior: A Study of the Fashion Retail Industry

The Impact of Social Media Marketing on Consumer Behavior: A Study of the Fashion Retail Industry

The Impact of Facebook Advertising and eWOM on Brand Awareness and Purchase Intention: Reference to the Fashion Retail Industry in Sri Lanka

Social media has become a famous tool for integrating and interacting with a wide array of people and businesses in the virtual world. Due to the direct communication that social media marketing has made possible between businesses and their clients, it has given traditional marketing a fresh viewpoint. Compared with the traditional modes of communication, social media itself has been able to attract massive customer and business attraction due to its superiority. In light of such positive ground for social media, this study aims to examine the impact of Facebook advertising on brand awareness and purchase intention. In the Sri Lankan context, fashion retail companies extensively utilize social media platforms for marketing purposes, while customers actively use these platforms to gather information about products they intend to buy. However, only a limited number of researchers have kept an interest in the field in the Sri Lankan context. A form of explanatory research method was applied. The sample is 150 Facebook users selected among Sri Lankan state universities using the convenience sampling technique. The results highlighted that Facebook advertising, and electronic word of mouth (eWOM) have a significant positive relationship with brand awareness and there is a significant positive relationship between brand awareness and purchase intention. Finally, this study showed that Facebook advertising and eWOM had an indirect but significant, positive relationship with purchase intention. The practical value of this research is illustrated by the fact that managers may use the findings to enhance their social media marketing initiatives, particularly those using Facebook fan pages, to increase their brand awareness. Additionally, research suggests that the cyber world plays a significant marketing role in contemporary marketing.

The Influence of Customer Perceived Risk on Online Purchasing Intention: with reference to Fast fashion Retail industry in Sri Lanka

Consumers' lifestyles and behavioral habits have altered substantially since the advent of digital marketing platforms, which has a big influence on consumption. More significantly, despite the fact that internet buying has many benefits, some consumers are a little more skeptical about it. According to the literature, there are several restrictions that affect consumers' purchasing intentions for online consumption of retail fashions and a nation like Sri Lanka is not particularly strong for online transactions or online shopping. This study is primarily based on online consumers’ behavioral shopping intentions. The independent variable, customer perceived risk is comprised with Financial Risk, Product Risk, Information Security Risk, Time Risk, Psychological Risk and delivery Risk. This study uses the positivistic research paradigm and deductive approach. Accordingly, purposive sampling technique was used by delivering the 400 questionnaires to internet users in Colombo district. Accordingly, data were analyzed using SPSS software after removing outliers. To evaluate the data, the study employed descriptive statistics, correlation analysis, and regression analysis. According to the findings, Time risk was found to be not significant for purchasing online. Delivery Risk and Information security risk were the top-ranked determining variables among the major elements. Consequently, by reducing their perceived risk, this research assists in educating all dealers on how to draw clients to their online platform.

AR in Fashion Retail Industry

This study introduces the application and impact of AR technology in fashion retailing and discusses the role of data and technology by analyzing its mechanism and effect. This research adopts the literature research method, analyzes many authoritative kinds of literature, and concludes that AR is still a project worth studying in the fashion retail industry. Furthermore, AR technology can quickly obtain the consumer database to improve the products and marketing strategies further to achieve profit.

Intention to Adopt Intelligent Clothing in the Fashion Retail Industry: Extending the HISAM Model with Technology Readiness

As technology and science expand from the palms of our hands into the sleeves of our shirts, the future of fashion textiles becomes almost unimaginable. The emerging technology related to the integration of the IoT and AI has resulted in intelligent clothing in the fashion retail industry. Intelligent clothing technology can be defined as a result of transformation of fabric into digital technology by bridging fashion and the IoT with newly developed material technologies. However, recent studies on intelligent clothing have been few and far between, and scholars have focused more on organizations’ intention to adopt intelligent clothing technology rather than customers’ intention to use it. The current research fills this gap by applying the Hedonic Information Systems Acceptance Model (HISAM) to determine the practical and aesthetic factors influencing consumers’ propensity to use intelligent clothing. Furthermore, technology readiness has been investigated as a technology-related personality trait acting as a moderator in the research model. Accordingly, a quantitative survey strategy was undertaken and responses from a representative sample of 836 Sri Lankan retail consumers were analysed using Smart PLS-SEM. The results reveal that perceived ease of use, perceived usefulness and perceived enjoyment positively influence intention to use artificially intelligent clothing, whilst technology readiness interestingly moderates their impact on the intention to use AI clothing. The findings have theoretical and practical implications for marketing scholars and practitioners and point to several future research directions as well.

Optimizing Fashion Retail Shelf Management for Enhanced Consumer Experience: A Literature Review

This study aims to optimize shelf display management in the fashion retail industry to cater to the evolving needs and desires of consumers for specific products. With the ever-expanding range of fashion items available in retail stores, the limited space on display shelves poses a significant challenge. Additionally, trendy, and high-demand fashion products often experience quick sell-outs, necessitating frequent restocking. Effective management of shelf displays is pivotal in enhancing consumer satisfaction and stimulating impulse purchases by maximizing product visibility and exposure. In the realm of fashion retail, shelf display management can be broadly categorized into macro and micro levels, encompassing strategic overall layout and precise product allocation within specific fashion categories. However, these approaches heavily rely on the availability of demand and transaction data, which can be challenging for small and medium-sized fashion enterprises with limited data resources. This literature review underscores the research opportunities for optimizing shelf display management, particularly in the context of fashion retail businesses facing data limitations. It recognizes that through thoughtful facility layout design, coupled with suitable adjustments and modifications, the challenges associated with shelf displays in fashion retail stores can be effectively addressed.

Proposed Omnichannel Strategy to Increase Sales Revenue in a Fashion Retail Company (Case: La Omvi)

In recent years, the creative industry sub-sector of the fashion sector in Indonesia has become a profitable industry. The development of the fashion industry in Indonesia has contributed significantly, and the creative industry sub-sector group has become a leading sub-sector group. La Omvi, a fashion retail store brand established in December 2020, has experienced stagnation in sales. Due to its small population and predominately immigrant demographic, the Cikarang market has a limited range of products. This research aims to propose an effective omnichannel approach tailored to the specific needs and market conditions of La Omvi, with a focus on increasing sales revenue and enhancing the customer experience. The research employs qualitative methods, including in-depth interviews and observational analysis, to gather insights into customer experiences and expectations. Based on these findings, recommendations are provided to enhance the omnichannel strategy and drive sales growth for La Omvi. This research contributes to the understanding of effective omnichannel strategies in the fashion retail industry and provides practical insights for fashion retailers aiming to optimize their sales revenue through an omnichannel approach.

TECHNOLOGY FORESIGHT CAPABILITIES FOR SURVIVAL OF MICRO BUSINESS DURING POST COVID-19

The coronavirus (COVID-19) outbreak is causing widespread concern and economic hardship for consumers, businesses, and communities across the globe. This caused significant financial losses to the business entrepreneurs especially minority-owned enterprises in the fashion industry. This circumstance has pushed foresight as a prominent concept for organizations operating in this current environment. This study aims to identify the level of technology foresight amongst business survival in local fashion retailers and also to determine the relationship between technology foresight towards business survival in the fashion retail industry during post-Covid-19. This research adopts a quantitative, descriptive, and correlation study. Data were collected through an online questionnaire, which involved 170 fashion retailers in Bangi, Selangor. A Spearman’s Rho correlation analysis was used to test the hypotheses. The result shows that there is a significant relationship between industry dynamism, environmental scanning, and networking ties toward business survival. This study concludes that micro-business or fashion retail businesses should highlight the importance of technology foresight in their ability interprets environmental changes to assure the company's continued existence over the long term.

Factors Affecting the Decision to Shop Directly at Fashion Stores: A Study of Vietnamese Youth in the Context of Online Shopping 4.0

Purpose: This study was conducted to understand the factors affecting direct shopping decisions when online shopping is a new trend in the fashion retail industry, thereby making appropriate business management recommendations. Theoretical framework: The authors have built a research model based on the factors that are used extensively in previous research models, including the following five independent variables: (1) Product experience, (2) Spiritual value, (3) Customer service, (4) Emotional commitment and (5) Price. Design/methodology/approach: The study conducted a customer survey to identify the deciding factors to shop directly at a fashion store. Then use SPSS 23 software to process and check the data. Findings: Research results show that there are 5 factors affecting the decision to shop directly at a fashion store: 1) Product experience, (2) Spiritual value, (3) Customer service, (4) Emotional commitment and (5) Price. Research, Practical & Social implications: E-commerce is growing day by day at breakneck speed on the Internet. There have been speculations that online shopping will gradually overwhelm or even replace traditional shopping behavior in the future. Originality/value: The study provides some solutions and recommendations for businesses doing business in the fashion sector in Vietnam.

An empirical study on supply chain agility and disruption mitigation performance of U.S. fashion retailers: knowledge management capability perspective

PurposeThis study investigates the relationships between knowledge management capabilities (KMC), supply chain agility (SCA) and disruption mitigation performance (DMP) in the U.S. fashion retail industry (FRI) during turbulent times, such as a pandemic.Design/methodology/approachAn online survey was used to collect 320 responses from U.S. fashion retail professionals. Structural equation modeling was used for analysis.FindingsAmong the two KMCs, knowledge infrastructure capabilities act as enabling factors for knowledge process capabilities (KPC) in U.S. fashion retail settings. The KPC were found to be positively associated with SCA, and SCA was positively associated with both pre- and post-DMP of U.S. fashion retailers.Originality/valueThis study adds to the literature on KMC, SCA and DMP from the FRI context and illustrates the impact of effective organizational knowledge management for supply chain (SC) disruption mitigation through agility in a volatile market.Practical implicationsThe results inform fashion retail companies on how to transform their organizational dimensions through effective management of knowledge, i.e. digital escalation and innovation, to establish an agile and sustainable SC to mitigate future market disruptions.

The impact of reverse logistics process coordination on third party relationship quality: A moderated mediation model for multichannel retailers in the fashion industry

Multichannel retailing is a widely adopted strategy in the fashion industry. Companies in this industry find it a source of competitive advantage to invest in reverse logistics infrastructure. However, limited empirical studies investigate the enablers of the relationship quality between the retailers and their reverse logistics service providers. This study quantifies the impact of reverse logistics process coordination between retailers and logistics service providers on relationship quality. Moreover, it tests the mediating role of reverse logistics service quality and the moderating role of conflict frequency in this relationship. Data were collected through a survey using a purposive sample of 241 retail store managers from the fashion retail industry of Pakistan. For this purpose, a self-administered questionnaire was developed using a five-point Likert Scale to gauge the responses. Conditional process analysis was used to evaluate the moderated mediation model. The findings showed a significant positive impact of reverse logistics process coordination on the relationship quality with a logistics service provider, a significant positive mediation effect of reverse logistics service quality, and a significant moderation effect of conflict frequency on the indirect relationship. However, conflict frequency, contrary to the hypothesis in the study, strengthened the indirect relationship. Furthermore, the moderation effect of conflict frequency on the direct relationship was insignificant. This study will help managers better understand the best practices leading to effective management of reverse logistics processes, particularly product returns.