The clothing industry has seen huge change in the past decade thanks to the growth of online selling, especially as shopping has migrated from catalogue-style desktop browsing to mobile commerce, which is becoming ever more... [ view full abstract ]
The clothing industry has seen huge change in the past decade thanks to the growth of online selling, especially as shopping has migrated from catalogue-style desktop browsing to mobile commerce, which is becoming ever more personalised and intertwined with social media and situational, or lifestyle, buying activities. In this paper we review the supply side of fashion, looking at shorter supply chains with increased responsiveness and product diversity, while on the selling side we consider consumer behaviour in an always-on social media environment. We consider how buyers are influenced, and the paradox of consumers seeking individuality (and mass customisation) while becoming more influenced by brands and following online influences on a large scale, to converge on the same products.
The landscape of technology serving fashion retail has become very sophisticated, moving through social commerce and recommender systems to personalisation and sponsored blogging. We review the technology platforms in use and speculate on how buyer habits may evolve next, and how this will be served by smarter technology.
Where innovation in technology meets consumer behaviour, we consider the benefits and pitfalls of buyer analytics, payment systems, the role and strength of brands and cultural changes, like the trend toward celebrity-based branding. From the retailer’s perspective, we consider the competitive positioning of brands, products and routes to market, together with the many facets of their business models, from outsourcing to payment systems, and forward and reverse logistics.
Behind all of these considerations around buying and selling fashion products, there is a dynamic market in the provision of technology products and services. We will present a case study of a Software as a Service provider in the fashion industry, looking at the technical and commercial challenges of developing in this market space, and how we can learn both about the use of technology in fashion retailing and the SaaS business model for other retail sectors.
We will also review the broad market for technology services and platform opportunities to the fashion marketing sector in light of changing industry composition and buyer behaviour in global markets.
