Fast Fashion in the Experience Economy : Comparing online and in-store shopping experiences

• Main Authors: Anja, Jablanović, Çakanlar, Özden Aylin, Hohls, Christiane
• Format: Others
• Language: English
• Published: Linnéuniversitetet, Institutionen för marknadsföring (MF) 2015
• Subjects: Fast fashion; in-store shopping; online shopping; shopping experience; technology; multichannel retail; flow; usability; interactivity; atmospherics; tactility.
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-43597

Fast fashion retailers have faced a difficulty in translating in-store experiences to online experiences. Although online shopping is increasing, the in-store shopping is still very important for a superior shopping experience. Technology has had a major impact in making multichanneling retail more consistent, although there are gaps that technology can not fill. This study attempted to measure how consistent the customer experiences were online and in-store. Shopping experiences were measured with different concepts such as: flow, usability, interactivity, atmospherics and tactility. These concepts were measured separately in-store and online, in order to be compared. The purpose was to find out which concept is inconsistent so the authors could make recommendations for improvement to fast fashion retailers. The research approach was a mixed method approach and the chosen research design was cross sectional, using quantitative research to corroborate qualitative research findings. The results from a quantitative questionnaire of 263 experienced fast fashion consumers in Sweden show that the consistency varies between the concepts. The qualitative study was done at two occasions on a sample of six interviewees in each focus group, and gave a deeper understanding for why the shopping experience was or wasn't consistent. The qualitative results varied amongst the individuals and show that reasons for being inconsistent are intrusive salesmen, insufficient size measuring tools, long queues, lack of tactility and the most interesting of all: making better return and ordering policies. The future lies in making it easier to order online, in order for the consumer to be able to experience the product in real life, through staff-free fitting rooms and showrooms and such, rather than making the experience better online. The future seems to lie in solving the reverse of the start point of this study, namely translating online to in-store experiences.