PurposeThe purpose of this paper is to identify if and how the see-now-buy-now model impacts the traditional buying, merchandising and supply chain processes (BMSCP) of multi-brand fashion retailers (MBFR) and whether they need to be adapted in order to facilitate this development.Design/methodology/approachThis exploratory study includes three industry case studies, triangulated with external observers. A total of 11 semi-structured interviews were conducted within Germany and the UK.FindingsFindings demonstrate that in order to adopt the see-now-buy-now model there is a need for process-shortening, as well as better process and network alignment between MBFR and brands through agility, supplier–relationship management and vertical integration in order to stay competitive against time-based competition. Whilst most steps of the traditional BMSCP are still applicable under the see-now-buy-now model, they must be re-engineered and shortened, with the steps being rolling rather than linear, with buyers and merchandisers operating in a more hybrid role.Originality/valueThis paper addresses the lack of research on the see-now-buy-now model as well as on the BMSCP of MBFR and the implications that see-now-buy-now could have on those processes. A modified buying, merchandising and supply chain framework adapted to incorporate see-now-buy-now is created which will be useful for academics and practitioners.
PurposeBody shape is a critical variable influencing consumers' garment choices (Zakaria, 2017), yet research investigating how UK females with varying body shapes evaluate and experience fit is limited. Moreover, while digital methods exist to classify female body shapes, application in a commercial setting is limited. To fill this gap within the literature, this study aims to understand the influence of body shape variation on garment fit evaluations of 30 UK females aged 18–34 years.Design/methodology/approachThis study conducts a physical garment try-on session whereby 30 UK females aged 18–34 years were body-scanned and categorised into a body shape, using the Female Figure Identification Technique method. Participants verbalised their fit experiences during a physical try-on session through semi-structured interviews to gain a deeper understanding of individuals' fit appraisals.FindingsThe findings demonstrate that UK females who share the same body shape classification experience the same issues when appraising dress fit, challenging Makhanya and Mabuza (2020) who found that body shape does not influence apparel fit satisfaction. The results shed light on the importance of body shape during the fit appraisal process.Research limitations/implicationsDespite the contribution, future research to improve the limitations should be addressed. First, although it was necessary to investigate a UK demographic to address research gaps, the finding of this study cannot be generalised to the entire UK female population nor to other areas of the world. Hence, future research should overcome this limitation by extending this study further to other countries, cultures and ethnicities.Practical implicationsThe findings of the present study shed light on the role of body shape in determining satisfactory clothing fit and how females' fit experiences will differ depending on their body shape classification. Thus, fashion retailers should use this insight to better inform their promotional strategies, not only making them more inclusive but also to help assist this particular consumer segment with their clothing decisions based on their body shape.Originality/valueThe present study provides an in-depth understanding of how females with the same body shape experience garment fit, contributing novel findings to the literature through a mixed-method inquiry previously lacking in this area, with a UK demographic which has not previously been explored.
Clothing fit is the most important consideration during the consumer's garment appraisal process but is the primary reason for the extensive number of online returns generated in the fashion industry. This suggests that when shopping online, consumers are not provided with sufficient information about the fit of a garment. This issue is even more imperative now as COVID-19 has accentuated the shift to shopping for clothing online. Thus, how fashion retailers communicate clothing online is a critical challenge requiring immediate attention. Underpinned by the Stimulus-Organism-Response (S-O-R) framework, this research undertakes a between-subjects factorial web-experiment to investigate how different types of fit information affect the consumers' online garment evaluations and purchasing decisions. The results from 400 UK female responses show that whilst the presence of diverse body shapes (vs. one body shape) enhances the consumers' garment fit evaluations, it does not increase purchase intentions. Alternatively, verbal fit information in the form of clothing fit reviews (vs. absence) increased product fit diagnosticity but had no significant effect on concerns with fit online or purchase intentions. The results provide novel insights into how fashion retailers can enhance the communication of clothing fit on their product pages.
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