2022: MA Global Fashion Management
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Statement
My work concerns the integration of physical stores with virtual technology in the fashion retail industry.
RESEARCH AIM
Identify the impact of the digital world on the fashion retail industry.
RESEARCH GAP
Most previous studies have not included any research that focuses on the impact of digital technology on the physical world of fashion retail.
LITERATURE REVIEW
The literature review covers customer experience, physical fashion stores, in-store technology, customer motivations offline and online, and technology and physical space.
RESEARCH QUESTIONS
What is the current status of the use of the digital world in fashion retail?
What are the factors influencing the use of the digital world in fashion retail?
What are the impacts of the digital world on the fashion retail industry?
METHODOLOGY
Methodology is divided into qualitative and quantitative analysis. Qualitative analysis is divided into observation and interview, and interview has structured interview, semi-structured interview and unstructured interview, I mainly take semi- structured interview interview. For the quantitative analysis, I took a questionnaire to collect information and used SPSS data analysis to analyse the data.
KEY FINDINGS
The physical shop is equipped with digital devices that allow you to filter and view product information.
There is AR technology on the mobile app that allows consumers to try on items in real-time.
The global pandemic ravages, resulting in retailers having no choice but to invest more in the digital world.
To attract consumers, retail shops need to use novel digital technologies to entice them.
