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
- Introduction
- Research aim and objectives
- Structure of the thesis
- Literature review
- Digitalization
- Fashion
- Historical aspects of fashion
- Fashion of today
- The impact of digitalization in the fashion industry
- Fashion and marketing
- Introduction
- The evolution of digital fashion marketing
- Marketing channels
- Paid media
- Owned media
- Earned media
- The marketing mix
- Product
- Place
- Price
- Promotion
- People
- Process
- Physical environment
- Technological developments in the fashion industry
- Introduction
- Mobile integration
- Mobile shopping
- Mobile scanning
- Augmented reality
- Location based services
- Physical store integration
- Interactive shop windows
- Digital signage
- Virtual fitting rooms and interactive mirrors
- Magic mirrors
- Holograms
- 3D scanning
- Online store integration
- Social media integration
- Research Methodology
- Background survey
- Survey results
- Customer segments
- Consumer findings
- Conclusion and discussion
- Main results of the research
- Suggestions for future research and recommendations
- Limitations of the research
- List of references
- Literature sources
- Online sources
- Appendices
- Appendix A - Questionnaire
- Appendix B - Results from the survey
Objectives and Key Themes
This bachelor thesis examines the impact of digitalization on consumer behavior in the fashion retail industry. The research focuses on identifying the trends in fashion retail businesses worldwide and analyzing consumer attitudes towards fashion and digitalization. The thesis explores how leading fashion retailers are implementing digital transformation in their business models. Through a combination of literature review, existing sources, surveys, and reports, the thesis aims to provide insights into the influence of digitalization on fashion consumption and offer recommendations for fashion retailers.- Digitalization in the fashion industry
- Consumer behavior and digitalization
- Digital transformation in fashion retail
- Fashion marketing and digital channels
- Technological developments and their impact on fashion
Chapter Summaries
- Chapter 1 provides an introduction to the research aim and objectives, outlining the scope and structure of the thesis.
- Chapter 2 presents a comprehensive literature review, exploring the concepts of digitalization, fashion, and its historical and current context, and analyzing the impact of digitalization on the fashion industry.
- Chapter 3 delves into the intersection of fashion and marketing, focusing on the evolution of digital fashion marketing, different marketing channels, and the application of the marketing mix in the digital realm.
- Chapter 4 examines technological developments in the fashion industry, including mobile integration, physical store integration, online store integration, and social media integration, highlighting specific technologies and their applications.
- Chapter 5 presents the research methodology employed in the study, detailing the background survey conducted and analyzing the survey results regarding customer segments and consumer findings.
Keywords
The primary focus of this thesis revolves around digitalization, fashion, consumer behavior, fashion retail, marketing, digital transformation, technological developments, mobile integration, physical store integration, online store integration, social media integration, survey research, and consumer insights.- Quote paper
- Andrada Stirbu (Author), 2019, Digitalization in the fashion industry, Munich, GRIN Verlag, https://www.grin.com/document/463259
