Fashion Retail Sector Research Articles

Mapping Service-Based Retailing to Improve Sustainability Practices in the Fashion Industry

The fashion industry is recognized among the most impactful industries in relation to environmental and social damage due to unsustainable models. While countless research studies focus on the supply chain and product innovation, the presented inquiry studies the fashion retail sector with the goal of systematizing existing sustainable practices based on service offerings. We present the results of an extensive case-study analysis conducted on 370 initiatives of different natures gathered among international companies and local actors in the European context that offer services oriented toward sustainability. As a result, we propose an ontology that encompasses three areas (services for environmental sustainability, culture of sustainability, and implementation of social sustainability) and comprehensively describes existing sustainability strategies for helping retailers preserve the environment, while promoting socially inclusive practices and disseminating the culture of sustainability. The innovation of retailing from a similar perspective aims at rendering businesses more resilient to survive market and social transformations, especially in consideration of the boost to sustainable and circular transformation advocated by recent European legislation.

Evaluating the Impact of Social Media Advertising Strategies on Consumer Purchase Behavior in the Fashion Retail Sector

Utilizing a cross-sectional survey design and convenience sampling method, data was collected from 110 participants through questionnaires. The sample included active social media users, aged 18-45, who regularly follow and engage with fashion brands online. This integrates quantitative survey data and consumer behavior metrics from leading fashion brands. Findings reveal that personalized, visually engaging content and authentic, interactive brand communications significantly boost consumer engagement and purchase intentions. Moreover, this research introduces a unique analysis of demographic variables—including age, gender, and social media usage patterns-emphasizing their moderating effects on consumer responses to social media advertising.

Dropshipping Strategies in Luxury and Fashion Retail - Unveiling the Potential

Purpose: Dropshipping, a supply chain management model where the retailer does not keep goods in stock but instead transfers customer orders and shipment details to either the manufacturer, another retailer, or a wholesaler who then ships the goods directly to the customer, has gained significant traction in various industries. However, its application in luxury and fashion retail remains unexplored. This study aims to investigate the potential of dropshipping strategies within the context of luxury and fashion retail, analyzing its benefits, challenges, and implications for businesses operating in this sector. Methodology: This research employs a comprehensive review of existing literature, case studies, and industry trends to gather insights into dropshipping practices in luxury and fashion retail. Findings: Our analysis reveals that dropshipping offers promising opportunities for luxury and fashion retailers to enhance operational efficiency, expand market reach, and provide exceptional customer experiences. Challenges such as maintaining brand reputation and managing supplier relationships are identified and discussed. Unique contribution to theory policy and practice: This paper contributes to the existing literature by shedding light on the application of dropshipping in the luxury and fashion retail sector. It provides practical recommendations for retailers to leverage dropshipping effectively, thereby advancing both theoretical understanding and practical implications for industry stakeholders and policymakers.

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.

A Study of Fashion Retailer’s Crisis Management Strategies Based on the U.S. Market

The global fashion industry faces challenges as it steps into 2023, with indications of a slowdown due to macroeconomic factors. This highlights the importance of crisis management strategies, especially for fashion retailers in the U.S. While existing literature delves into the effects of crises on brand equity and trust, there’s a gap concerning U.S. fashion retail. This research seeks to bridge this gap, focusing on the industry’s crisis management against external and internal crises, considering the complex dynamics of consumer expectations and sustainability. The U.S. fashion retail sector’s crisis management is presently disjointed and often short-term, emphasizing immediate damage control over lasting solutions. This approach also suffers from issues like strategy misalignment, failure to anticipate crises, and not learning from past mistakes. This study suggests adopting a holistic strategy centered on foundational values, prioritizing long-term resilience, aligning actions with consumer values, proactively engaging online, and emphasizing continuous adaptability. The research underscores the vital importance of effective crisis management in maintaining brand trust and reputation. Properly addressing these challenges is expected to boost brand equity and consumer loyalty and ensure sustained success in the unpredictable fashion industry.

Analyzing consumer expectations and experiences of Augmented Reality (AR) apps in the fashion retail sector

The world of augmented reality (AR) is reaching astronomical figures in the consumer industry. The AR world market is estimated to have over 1.7 billion users by the mid 2020s and generate over $60 billion USD. This paper explores the intricate realm of consumer expectations and experiences regarding Augmented Reality (AR) apps, specifically in the fashion retail sector. Using a triangulation qualitative approach (via online reviews, focus groups and semi-structured interviews), this study aims to understand the practical, consumer-centric aspects of AR apps – an overlooked area of the field, as many studies have focus on the technical aspects of AR apps. The study also develops a framework for understanding AR's use in fashion retail and understanding consumer expectations and experiences linked to the AR apps. Key findings revealed that consumers appreciate AR apps for providing a unique, immersive shopping experience akin to in-store shopping, with advanced features such as 3D visualization. The study also identifies features that influence consumer goals, including the ability to try on products virtually, ease of navigation, and the inclusion of advanced features like a 3D visual experience. The implications of this study are vast, offering insights for app developers to enhance user experiences, prevent negative reviews, and foster a positive perception of AR apps among consumers.

Pre-loved or hatred? Consumers’ perception of value towards second-hand fashion consumption in Sri Lanka

Purpose The fashion industry has been accused of being the second largest environmental polluter in the world. Millions of tons of post-consumer waste are dumped in landfills and garbage disposal sites each year. However, environmental concerns are emerging as a mainstream issue among modern-day consumers. This critical problem has prompted fashion retailers and brands to embrace sustainable practices to address consumers’ environmental concerns by reducing pollution. Given this background, this research aims to understand consumer’s perceptions of value towards second-hand fashion consumption in the context of Sri Lanka. Design/methodology/approach This exploratory study uses a qualitative approach to understand consumers’ perceptions of value towards second-hand fashion consumption. Findings This research uses the theoretical model of the means-end chain model and shows five consumer’s values of second-hand consumers: price-consciousness, consciousness on emotional bonds, comfortability consciousness, quality and brand consciousness and social and environmental consciousness. Furthermore, the authors show non-second-hand fashion consumers’ values as social status consciousness, hygienic consciousness, comfortability consciousness, quality and brand consciousness and self-expressive consciousness. Originality/value This research sheds some light on the emerging knowledge of second-hand consumption. This research further points out certain practical implications by drawing attention to a few opportunities and challenges associated with the second-hand fashion business within the Sri Lankan fashion retail sector, in particular when launching new fashion brands catering to second-hand fashion consumers.

Factors Affecting the Effectiveness of Promotional SMS Communication in the Sri-Lankan Fashion Retail Sector

The Sri Lanka Journal of Management (SLJMS) is an international, peer-reviewed journal which is published by the Faculty of Management Studies, The Open University of Sri Lanka with high quality, and original research contributions to management knowledge.

“Experiential Retail Environments” in the Fashion Sector

This article examines the phenomenon of “Experiential Retail Environments” (EREs) in the fashion sector in view of being useful to retail design practice. A discovery-oriented research approach was applied to understand: (i) what an ERE is; (ii) how in-store experience is triggered; and (iii) how the experiential dimension is integrated in the retail designer’s processes. Data were collected through the combination of a literature review and interviews conducted with representatives of the stakeholder groups most concerned with fashion retail design projects: retailers, retail designers, and customers. The research provided valuable clarifications. First, it helped to propose two definitions for the term ERE, one more specifically suited to a retail professional audience and the other accounting for the customer perspective. Second, it showed in-store experience to be created at two levels: through the combination of tangible aspects that generates varying customer perceptions, representing a more conceptual level for the experience. Finally, it surfaced that though there is a call for more experience integration in the fashion retail sector, currently, there is no systematic approach for this in the physical retail design process. In most cases, experiential considerations are left to the retailer and dealt with after the store concept has been designed.

Study of assessment on social media preference and purchase intentions in the fashion retail industry

This study explores the influence of social media preferences on purchase intentions within the fashion retail industry. With the rise of digital platforms, understanding consumer behavior in online environments has become crucial for retailers. This research aims to identify which social media platforms are most preferred by fashion consumers and how these preferences impact their purchasing decisions. Using a quantitative research design, data was collected through an online survey distributed to a diverse sample of fashion consumers. The analysis revealed that Instagram and Facebook are the most preferred platforms for fashion-related content. Additionally, the study found a significant relationship between social media engagement and purchase intentions, with higher levels of interaction on these platforms leading to increased likelihood of purchasing fashion products. These findings underscore the importance for fashion retailers to strategically leverage popular social media platforms to enhance consumer engagement and drive sales. The study contributes to the literature on social media marketing by providing insights into consumer preferences and behaviors, offering practical implications for fashion brands seeking to optimize their social media strategies. Future research should consider longitudinal studies to examine changes in social media preferences and their long-term effects on consumer behavior in the fashion retail sector.

A strategic framework for technological innovations in support of the customer experience: A focus on luxury retailers

Luxury organizations have traditionally resisted technology, as they perceived it to be antithetical to the values of luxury. Recently, however, competitive and market pressures, compounded by the global pandemic, have prompted luxury organizations to utilize significant technological innovations to enhance their customer experience, mostly on an ad hoc basis. Across four case studies in the luxury fashion retail sector, we conduct 12 interviews with managers. This paper advances a framework that encourages luxury organizations to consider technological innovation in retailing from a strategic point of view. Such a view involves contemplating questions regarding what technology type to adopt (radical vs. incremental) and when the best timing is to adopt the technology (pioneering vs. following technological leaps). The framework identifies four retailer roles that emerge from the innovation process: facilitator, enabler, explorer, and initiator. Each role comprises a different set of risks, resource implications, and expected returns.

Fashion localism: evaluation and extensions of utility in Sri Lankan fashion brands

Purpose Localism refers to a concept that encourages local production, consumption and promotion of goods. It is a movement to encourage consumers and businesses to purchase from locally owned, independent businesses that has grown rapidly in the past decade. However, localism remains understudied by researchers. This study aims to provide a more comprehensive understanding of the localism movement by capturing the dynamism of fashion localism in the context of the Sri Lankan fashion retail sector. Design/methodology/approach Adopting a qualitative exploratory approach, the authors conducted a series of in-depth interviews with 12 fashion practitioners. Findings Based on the findings, the authors propose a conceptual model of fashion localism consisting of eight themes: fashion localism design approach, locally sourced staples, land ethic, employee development, community development, consumer, regulations and limitations and future opportunities. Originality/value This research sheds some light on localism literature by capturing the dynamism of fashion localism. In particular, to the best of the authors’ knowledge, this research is the first study in marketing to propose a conceptual model of fashion localism. This research further points out certain managerial implications by illustrating a few practical approaches to the concept of localism within the Sri Lankan fashion retail sector.

Sustentabilidade no varejo de moda: revisão de literatura e análise bibliométrica

Abstract The main objective of this study was to explore and analyze the recent scientific production on sustainability in the fashion retail sector. The methodology was based on a literature review and bibliometric analysis of the last 12 years of peer-reviewed published papers on the topic. The results illustrated an increase in publications in 2017 and 2018, with large participation from countries such as the United States and China. The findings covered a broad diversity of topics related to fashion retail such as: slow fashion, fast fashion, sustainability in the supply chain, sustainable production and consumption of textile products, and the main barriers, benefits, and trends for this sector in a near future. Due to the increase of negative social and environmental impacts in the last decades more studies related to sustainability practices to be adopted by this sector are required to identify potential alternative solutions for the problem. We did a list with the 55 most important practices to promote sustainability in fashion retail.

Identifying consumer behavior influence on fashion retailing in the COVID-19 pandemic situation

Aim: The current study is aimed at examine how corona-virus affects consumer behavioral patterns in the fashion retail sector, to explore how the awareness level of buyers affects consumer purchase behavior, and to analyze how online services affect consumer behavioral patterns in the fashion retail sector in the context of COVID-19 emergence. Further studies on how fashion retail brands should adapt to the new normal and the demand for local brands with the issues and challenges of online marketing during and after the lockdown period.Methodology: The study has been conducted by targeting the fashion consumers who lived in the up country of Sri Lanka, known as the city of Kandy and 10 fashion brands which sell in the fashion retailing outlets in the city. The research adopted both qualitative and quantitative methods used to gather, sort, and analyze data. Changes in consumer behavior as well as retailors and their new trends were observed, and identified that online purchasing has signaled a rapid increase.Findings: An analysis of the data indicated that 51.7% of the consumers when considering will continue purchasing online. A group of consumers who like conventional commerce has been obliged to turn to new trade methods based on online purchasing, and experts’ predictions ensure that the trade habit continues. The results of this study support the multidimensional nature of consumers behavior in a pandemic situation. Fashion retailers will need to focus on understanding the demands of their customers and adapting their product offerings and distribution systems in order to lower new consumption limitations and facilitate sales.Implications/Novel Contribution: Recommendations could be used in the uplifting of the Sri Lankan fashion retailer market to adopt in future with digital development and for the survival when a sudden situation like a lock down or global pandemic hits Sri Lanka.

Crisis or opportunity: Marks and Spencer’s tryst with Indian retail

Research methodology The case is written using secondary data sources (namely, research documents, press information, journal articles and published interviews). Publicly declared company information has further been leveraged to augment case facts. All information sources have been duly acknowledged in the reference section. Case overview/synopsis The case is written in the backdrop of COVID-19 pandemic and its effect on the Indian retail industry, revolving around scenarios in which a multinational retailer has to decide on its long- and short-term strategy in such an economic crisis. The case story has been developed around Marks and Spencer’s retail venture in the Indian market. With the COVID-19 pandemic impacting business at various levels, with countries moving to lock down and economies shrinking to recessionary levels, one of the worst affected sectors is retail. The teaching case builds upon Mark and Spencer’s initial decision of not entering and extending its food/grocery business in India. While it remained a dominant player in Indian fashion retail for almost two decades, it needs to re-think its decision of entering food retail owing to a pandemic situation affecting its offline sales/store footfall and increasing competition from global fashion brands such as Zara and H&M that had flooded the Indian fashion retail sector. The case provides a context for students to perform environmental factor and competitor analysis for a sector, with special focus on decision making in a changing crisis scenario. Complexity academic level This case could be used in undergraduate and MBA classroom programme, across subjects such as retail management, marketing management, international business, international business environment and strategic business management. This case fits while discussing topics such as business environmental factors, competitor analysis, decision-making under crisis, market entry decision, omnichannel retail strategy, consumer behaviour and brand management.

Competitive Factors of Fashion Retail Sector with Special Focus on SMEs

Nowadays small and medium sized enterprises have become increasingly important in contribution to job creation and economic growth both in national and European level. Considering the rapidly and continuously changing business environment, due to the impacts of globalization and concentration, staying competitive is a great challenge for companies in the 21st century, especially in fashion retail sector. The current paper is intended to map the current situation of the sector—focusing primarily on SMEs—through the extensive literature review; and provide a better understanding of sector-specific competitive factors in fashion industry. The research methods are the analysis of different related articles, reports and other scientific literature sources, in-depth interviews and questionnaire survey. The survey was validated by confirmatory factor analysis, data were analyzed and evaluated through PLS-SEM model. The main findings of the study show that the most important competitive factor is the compliance with consumer needs. Furthermore, the research also points out that SME sector lag behind chains, thus, they need to focus more on better understanding and meeting consumer expectations. In this activity, it would be useful if they received EU and domestic support for educational assistance.

A hybrid decision model for supplier selection in Online Fashion Retail (OFR)

ABSTRACT Multichannel retailing has caused significant disruption in the market. The major credit for this disruption belongs to online retailing, which is proliferating at a high pace. With the immense growth, the online fashion retail sector faces many challenges as well. The majority of these challenges are attributed to the inefficiency of suppliers to deliver the right products at the right time. Thus, supplier selection becomes an important parameter for the success of the online fashion retail industry. This study focused on supplier selection based on seven main criteria, which are Operational Competency, Product Attribute, Logistic Warehousing, Ethics, Status, Business Competencies, and Versatility. An integrated Best Worst Method (BWM) – VlseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR) methodology was applied to prioritise the criteria and select the most feasible suppliers among available suppliers. Out of thirty-eight sub-criteria, those that got most preferences are Just in Time (JIT) Capabilities, Order Flexibility, Return Policies, Technical Soundness, Billing Flexibility. The results of the study disseminated theoretical and managerial implications that can be applied in online fashion retail.

Impact of Salesperson’s Service Quality on Customer Buying Behavior in Fashion Retail Sector

Purpose – This paper tries to assess the effect of salesperson service quality on consumer buying decisions. Design/methodology/approach – Under this research SERVQUAL scale has been utilized after certain modifications vis a vis salespersons service quality in the fashion products industry. Customer buying decision was also measured through a self-developed scale. Responses from 110 customers were obtained at the time of leaving the store.Findings – The findings were surprisingly different from previous researches as tangibles were rated the highest influence on customer buying decision.Research limitations/implications –The study was conducted in a Capital city of India i.e. Delhi and Capital of Uttar Pradesh, i.e. Lucknow. Therefore the findings cannot be generalized for the whole country. The findings may not be consistent with other retail settings.Originality/value – The findings can help a salesperson to work on the areas of service quality which facilitates repeated customer contact and increased sales.

Why do online retailers succeed? The identification and prioritization of success factors for Indian fashion retailers

Abstract The exponential growth in online fashion retailing in India has brought several structural changes. Changing consumer needs and value propositions have made it imperative for online retailers to identify factors that are critical for its growth. The current study attempts to identify factors that influence consumers’ preference for online fashion retailers (OFR). The factors were identified and their weights were evaluated using the AHP methodology. Furthermore, the potential alternatives were ranked using VIKOR technique in R. Initially, 40 factors were identified, spread across 7 categories and in line with earlier research on online retail and views of retail experts from Indian online fashion retail sector. The analysis revealed that the category ‘webstore-image’ is most preferred and that the factors ‘online shop recognition’, ‘price’ and ‘reputation of stores’ were of importance. The study identified new factors that are important for the success and growth of online fashion retailing that are specific to India.

‘From a mother to another’: creative experiences of sharing used children’s clothing

ABSTRACTThis paper explores how consumers deliberate and incorporate concerns for sustainability in their consumption behaviours, through the lens of children’s clothing provisioning. Frustrated by the limited acknowledgement for sustainable issues within the UK mass market fashion retail sector, the participants reveal engaging with social innovation exchange initiatives, including networks of used children’s clothing. The research is informed by 28 professionally working mothers who navigate between meeting the social needs of themselves and their family with their growing knowledge for sustainability. The networks are symbolic of shared social values and building supportive communities that provided emotional and practical pathways for family provisioning. The research illustrates how societal discourse around sustainability is growing and how alternative market structures provide routes that appeal to consumers practically, socially and ideologically. Moreover, the research contributes to understanding opportunities that advance the sustainability agenda, for marketing, social innovation initiatives and progressing sustainable businesses.