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Author: Fatema Kawaf Publisher: ISBN: Category : Languages : en Pages : 0
Book Description
The notion of 'experience' marks a shift in consumer research from focusing on the rational consumer to focusing on emotions (Holbrook & Hirschman, 1982). This research studies consumer experiences in the specific context of online fashion shopping. It contributes to the field of atmospherics and consumption emotions and experiences, thus bridging a gap that has been highlighted in the literature (e.g.Turley & Milliman, 2000). This thesis aims to study the online fashion-shopping experience as the consumer lives and constructs it. The research conducted two studies that are underpinned by the philosophical stance of pragmatism. First, Kelly's (1955) personal construct theory (PCT) is adopted to gain an in-depth understanding of consumers' shopping experience using their own words and construction. The study conducted 25 repertory grid interviews, analysed first with Jankowicz's (2005) method of initial eyeball and process analyses. Next, following Lemke, Clark, and Wilson (2011), qualitative construct coding was performed by multi-coders for inter-reliability checks.This study contributes to our understanding of the online fashion-shopping experience by (1) introducing the construction of the experience as emotional, perceptual, situational and behavioural, (2) highlighting how individuality in such experiences often changes the meaning of such constructs, and (3) arguing that situational constructs provide a context that shapes the whole experience.Second, screencast videography is introduced as a novel method that captures the shoppers' live experiences. Critical incident analysis of ten videos allowed the experience journey to be mapped, highlighting the main critical incidents and the contexts (e.g. purposeful vs. purposeless browsing) that shape the experience.In addition to its methodological contribution, this study provides great insights into an otherwise unobservable phenomenon. Furthermore, it presents the 'fashionscape' as a concept tailored especially to understanding the online fashion-shopping environment in its visual, verbal, social and educational dimensions.
Author: Fatema Kawaf Publisher: ISBN: Category : Languages : en Pages : 0
Book Description
The notion of 'experience' marks a shift in consumer research from focusing on the rational consumer to focusing on emotions (Holbrook & Hirschman, 1982). This research studies consumer experiences in the specific context of online fashion shopping. It contributes to the field of atmospherics and consumption emotions and experiences, thus bridging a gap that has been highlighted in the literature (e.g.Turley & Milliman, 2000). This thesis aims to study the online fashion-shopping experience as the consumer lives and constructs it. The research conducted two studies that are underpinned by the philosophical stance of pragmatism. First, Kelly's (1955) personal construct theory (PCT) is adopted to gain an in-depth understanding of consumers' shopping experience using their own words and construction. The study conducted 25 repertory grid interviews, analysed first with Jankowicz's (2005) method of initial eyeball and process analyses. Next, following Lemke, Clark, and Wilson (2011), qualitative construct coding was performed by multi-coders for inter-reliability checks.This study contributes to our understanding of the online fashion-shopping experience by (1) introducing the construction of the experience as emotional, perceptual, situational and behavioural, (2) highlighting how individuality in such experiences often changes the meaning of such constructs, and (3) arguing that situational constructs provide a context that shapes the whole experience.Second, screencast videography is introduced as a novel method that captures the shoppers' live experiences. Critical incident analysis of ten videos allowed the experience journey to be mapped, highlighting the main critical incidents and the contexts (e.g. purposeful vs. purposeless browsing) that shape the experience.In addition to its methodological contribution, this study provides great insights into an otherwise unobservable phenomenon. Furthermore, it presents the 'fashionscape' as a concept tailored especially to understanding the online fashion-shopping environment in its visual, verbal, social and educational dimensions.
Author: Dr Sukhvir Singh Publisher: LWRN Studio ISBN: 8196362277 Category : Design Languages : en Pages : 159
Book Description
"Digital Fashion," authored by the esteemed Professor Dr. Sukhvir Singh & Mr. Rikhil Nagpal, is a visionary exploration of the transformative intersection of technology and the fashion industry. This illuminating book encapsulates the dynamic evolution of fashion, guided by the forces of digitalization. From the fusion of 3D printing and virtual modelling to the integration of artificial intelligence, sustainability, and ethical considerations, This Masterpiece offers a comprehensive and insightful view of the digital fashion landscape. Through compelling insights, it delves into the ethical, ecological, and technological dimensions, serving as a compelling guide for navigating the vibrant future of fashion.
Author: Blake Morgan Publisher: HarperCollins Leadership ISBN: 1400213649 Category : Business & Economics Languages : en Pages : 225
Book Description
With emerging technology transforming customer expectations, it's important to keep a laser focus on the experience companies provide their customers. Tomorrow's customers need to be targeted today! Customer experience futurist Blake Morgan outlines ten easy-to-follow customer experience guidelines that integrate emerging technologies with effective strategies to combat disconnected processes, silo mentalities, and a lack of buyer perspective. The Customer of the Future explains how today's customers are already demanding frictionless, personalized, on-demand experiences from their products and services, and companies that don't adapt to these new expectations won't last. This book prepares your organization for these increasing demands by helping you do the following: Learn the ten defining strategies for a customer experience-focused company. Implement new techniques to shift the entire company from being product-focused to being customer-focused. Gain insights through case studies and examples on how the world's most innovative companies are offering new and compelling customer experiences. Tomorrow's customers will insist on experiences that make their lives significantly easier and better. Craft a leadership development and culture plan to create lasting change at your organization!
Author: Natalie Bluschke Publisher: GRIN Verlag ISBN: 3640884493 Category : Business & Economics Languages : en Pages : 65
Book Description
Master's Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1.0, Thames Valley University, London, language: English, abstract: This dissertation is a study in the area of e-commerce. The aim of this study was to examine the adoption of online shopping and online shopping for clothing in particular and factors influencing the intention to purchase clothing online. A quantitative research method was used and a questionnaire designed on the website www.surveymonkey.com and then distributed by sending out the link leading to the survey via facebook and emails. 94 useful questionnaires were gathered from female and male UK students. SPSS 17 was used to analyse the collected data by conducting chi-square tests and Spearman's rho correlation tests to examine the relation between different variables. The constructs of the technology acceptance model (TAM) were used as a framework and basis for this research and were extended by further constructs. Therefore, the impact of perceived usefulness, perceived ease of use, prior online shopping experience, perceived risk and product involvement on the intention to purchase clothing online was analysed. Perceived usefulness, perceived ease of use and prior online shopping experience had positive effects on the intention to purchase clothing online. Perceived risk had a negative effect on the intention to purchase clothing online. These findings supported the hypotheses. Other than hypothesised, clothing product involvement did not have a significant positive effect on the intention to purchase clothing online.
Author: Bethan Alexander Publisher: Taylor & Francis ISBN: 104004462X Category : Business & Economics Languages : en Pages : 414
Book Description
This text provides a holistic, integrated and in-depth perspective on the growing field of customer experience (CX), in a fashion context. Merging three core perspectives – academic, creative agency and retailer – the book takes a chronological approach to tracing the evolution of customer experience from the physical store, to omnichannel through channel convergence to consider the future of fashion retailing and customer experience. Beginning with the theoretical perspective, customer experience evolution in a fashion retail context is traced, considering the definition of customer experience, physical retail, the digitalisation of customer experience, omni-channel retail, in-store technologies and envisioning future retail CX. The retail creative agency perspective looks at how to locate and design customer experience journeys, designing harmonised CX across retail brand environments online and offline, responsible retailing and taking a human-centric approach to create visceral, wellbeing-based experiences. Finally, the retailer perspective explores real-life case studies of great customer experience from international brands, including Zara, Nike, Ecoalf, To Summer and Anya Hindmarch. Pedagogical features to aid understanding are built in throughout, including chapter objectives and reflective questions. Comprehensive and unique in its approach, Customer Experience in Fashion Retailing is recommended reading for students studying Fashion Retail Management, Customer Experience, Retail Design and Visual Merchandising, Fashion Psychology and Fashion Marketing.
Author: Peter Bug Publisher: Springer Nature ISBN: 981139542X Category : Business & Economics Languages : en Pages : 301
Book Description
This book aims to explore various aspects of the use of moving images in fashion retail and fashion apparel companies in-store or online. The use of moving images is growing in numbers and in relevance for consumers. Films can be used in various forms by fashion businesses in traditional media like cinema or TV and in modern forms like in social media or moving images in high street stores. The book provides a data-oriented analysis of the state-of-the-art with certain future outlooks. Additional areas of covering fashion in moving images, such as ‘fashion company identity films’ or ‘fashion and music videos’ are covered in order to get a more complete analysis from a consumer influenced perspective.
Author: Jochen Strähle Publisher: BoD – Books on Demand ISBN: 3734758211 Category : Business & Economics Languages : en Pages : 390
Book Description
The fashion retail environment is changing faster than ever. This book shows the latest state of the art in both theory and practice in how to attract customers, turn them into shoppers and to develop them into lovers of any fashion business. The key-focus lies on a deep understanding of the emotional part during the buying-process. It clearly shows the potential of new digital and social media, and the integration of the on- and offline world within the fashion retail world.
Author: Tarnanidis, Theodore Publisher: IGI Global ISBN: 1668487551 Category : Business & Economics Languages : en Pages : 413
Book Description
Today, many fashion brands use social media marketing strategies to increase awareness about their brand and influence consumers’ decision-making patterns. Further, consumers use social media platforms to find relevant and reliable information for structuring their preferences and making evaluations. Web 2.0 tools in the digital age provide consumers with a plethora of interactive and user control information that helps them acquire and share brand information, which in turn impacts their purchase decision preferences. The bulk of the data produced by social media tools provides brand marketers with information about the consumers’ wants, beliefs, commitment habits, and purchasing intentions, which in turn is useful for the development and implementation of marketing strategies. Social Media and Online Consumer Decision Making in the Fashion Industry provides critical research on effective methods, techniques, and tools for evaluating the impacts of social media on the consumer decision-making process. The book explores the pertinence of web-based social media tools and how the fashion business sector can benefit from social media innovation approaches in digital environments. Covering topics such as mobile apps, consumer decision-making processes, and communication technologies, this book is ideal for students, brand executives, marketing professionals, researchers interested in social media technology, and more.
Author: Wilson Ozuem Publisher: Springer Nature ISBN: 303070324X Category : Business & Economics Languages : en Pages : 471
Book Description
This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.
Author: Karen Elking Publisher: Diplom.de ISBN: 9783838644233 Category : Languages : en Pages : 68
Book Description
Diploma Thesis from the year 2001 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Bremen (Wirtschafts- und Sozialwissenschaften), language: English, abstract: Inhaltsangabe: Abstract: The retail landscape is changing. The consumer faces a much greater choice of goods and a completely different experience. An extensive range of purchase formats and locations is made available. The High Street is no longer a necessity but an option. According to IDC Research, UK e-commerce transactions in 1999 were worth approximately 2.8 million. They have the potential to grow tenfold over the next three years. A literature review highlighted the wide level of interest in the potential of the Internet as a commercial opportunity and a new medium within the retail environment. However, past research has seldom included the emergence of online shopping for clothing and the impact on traditional High Street retailers. The aim of this thesis was established on grounds of this gap in findings and the research question was identified: Is it likely that clothing shopping on the Internet will replace traditional High Street shopping? In the course of the thesis, primary and secondary research was undertaken. Documentary and multiple source data have been essential in providing me with a background to shopping, the UK Retail Market and Internet retailing. Secondary data has provided the basis of this thesis. It included the analysis of the UK retail market, the analysis of changes in consumer behaviour and an overview over online issues such as Internet usage and the uptake of online clothes shopping. Retailer opinions were examined as well as research reports. Primary research comprised in-depth interviews with 15 students, expert interviews with Internet Analysts of major investment banks and case studies of already established online retailers. Primary research could support findings of past research. Th
Author: Fatema Kawaf
Author: Fatema Kawaf
Author: Dr Sukhvir Singh
Author: Blake Morgan
Author: Natalie Bluschke
Author: Bethan Alexander
Author: Peter Bug
Author: Jochen Strähle
Author: Tarnanidis, Theodore
Author: Wilson Ozuem
Author: Karen Elking