The Role of the Physical Store in an Omnichannel Strategy : A qualitative study of Generation Z in the Swedish fashion industry
The modern retail landscape is experiencing a continuous change due to digitalization. With the growing number of available channels, consumers' consequent behavior within the fashion retail environment are becoming ever more complex. Which thus poses a challenge for fashion retailers in trying...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
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Umeå universitet, Företagsekonomi
2021
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-185314 |