The growth of e-commerce and its impact on the fast fashion retailers
Cao, Hien (2018)
Cao, Hien
Haaga-Helia ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018052910771
https://urn.fi/URN:NBN:fi:amk-2018052910771
Tiivistelmä
The overall purpose of this thesis was to investigate the fast fashion industry mainly in Europe, particularly affordable retail brands. The specific objective was to evaluate the impact of e-commerce business on traditional bricks-and-mortar stores from both retailer and shopper perspectives.
The theoretical framework was established through a literature review on mobile media, fashion marketing, and social media which lead to the success of e-commerce in transformative digitalization. E-commerce business defines the activities of selling, buying of products, services over an electronic network. The study aimed to analyze these strategies that fast fashion retailers applied to maximize the profits by applying the latest advanced technologies and omnichannel e-commerce wisely.
The main research method is quantitative and a customer survey was conducted to investigate the shopping motivation and factors that have an effect on the purchase decision in-store and online. Moreover, the survey result illustrates the shopper expectation of buying experiences and services from both types of business.
The results of the survey revealed that there is always a balance between operating a physical store and an online channel due to the different market segments and consumer expectations. Despite the fact that, e-commerce business is now growing in the past decade, the bricks-and-mortar store still plays an important role as the main location for selling, social interaction, pickup and return points for online orders.
The theoretical framework was established through a literature review on mobile media, fashion marketing, and social media which lead to the success of e-commerce in transformative digitalization. E-commerce business defines the activities of selling, buying of products, services over an electronic network. The study aimed to analyze these strategies that fast fashion retailers applied to maximize the profits by applying the latest advanced technologies and omnichannel e-commerce wisely.
The main research method is quantitative and a customer survey was conducted to investigate the shopping motivation and factors that have an effect on the purchase decision in-store and online. Moreover, the survey result illustrates the shopper expectation of buying experiences and services from both types of business.
The results of the survey revealed that there is always a balance between operating a physical store and an online channel due to the different market segments and consumer expectations. Despite the fact that, e-commerce business is now growing in the past decade, the bricks-and-mortar store still plays an important role as the main location for selling, social interaction, pickup and return points for online orders.