Defines and discusses the level of quick response implementation by fashion retailers, their understanding of quality response (QR) is explored and the processes for replenishments examined. This exploratory study, based on a survey of fashion retailers trading in the UK, revealed that information technology is particularly important to the large, multiple “own brand” fashion retailers as it enables the various parties in the supply chain to communicate and to respond to demand. Results indicate that retailers have not fully understood the benefits of implementing a QR strategy and perceive it more often as a strategy for internal supply chain management rather than an external supply chain strategy.
Examines the Web sites of online fashion retailers. It evaluates the role of the Internet as a distribution channel and in particular discusses issues of Web page design. Retailer and consumer views within the fashion sector are explored in a three-stage qualitative research process. This research highlights the differences in retail and consumer perception of fashion Web sites. While retailers are satisfied by their online offer they lack an understanding of consumer needs. Consumers are disappointed in the lack of service and product provision provided by fashion Web sites. Areas of concern include overall Web page design, level of interactivity, absence of information about fashion trends and inconsistency across Web sites.
Online shopping is unattractive to many people, because they prefer a fuller social interaction engaging senses other than sight and sound prevalent in most online shopping channels. Advances in information and communications technologies (ICTs) will permit online multi-sensory engagement between people, and between people and products, providing opportunities for new marketing channels and enhancing existing marketing channels. The aim of this paper is to provide an overview for retail marketing managers of some developments in ICTs that will enhance the online shopping experience, so that they can make informed choices when designing their marketing strategies.
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