Fashion problem: Retail

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Literature Review: Retail problem for Fashion

This “Ten Problems for Fashion in the 2020s” booklet identifies ten relevant areas from very recent contributions put forward at academic level in the form journal articles, conference proceedings and students’ theses. Ten freely accessible internet references have been selected for each area and direct links are provided at the end of each chapter for own consultation. Our selected references do not intend to mirror ranking indexes nor establish novel classifications. On the contrary, they are meant to represent peer-reviewed, diverse and scientifically-sound case studies for vertical dissemination aimed at non-specialist readers. They will also be able to scoop even more references through the bibliography that is reported at the end of each selected reference.

Without further ado, these are the ten problems that we are going to introduce in this booklet:

  1. sustainability,
  2. retail,
  3. quality,
  4. materials,
  5. pollution,
  6. recycling,
  7. human rights,
  8. responsibility,
  9. social media,
  10. funding.

Each problem has its own dedicated chapter made of an introductory section, a short presentation of the ten selected references and a conclusions section.

The final chapter of this booklet will report the conclusions from each chapter again in order to provide a complete executive summary.

2 Retail

THE PROBLEM — Recently, product focused studies have perpetuated the notion of retail versus wholesale brands. Due to the limitations of online shopping, fashion item has been one of the products that are still preferred to shop offline. One of the prime reasons for a slow transition to sustainability is lack of scalability of circular business models operating in the fashion retail value chain.

CASE STUDIES — … buy this booklet from Amazon …

CONCLUSIONS — Retailers are using vertical integration, which not only helps the brands save costs and be more efficient but also assists with quick response and acts as a form of a unique selling point. In the fashion retail value chain, circular business models often take-back and resale used products, rent, repair, redesign or use recycled materials. Virtual fitting service using Augmented Reality allows consumers to wear a variety of clothing styles fast and easily, but a lot of support and resources are needed. Garment care offerings facilitate consumers in a longer ownership period and more frequent use of the same items. Product sales prediction systems are needed to manage massive volumes of data by businesses. Retailers are using sustainability as a marketing tool to be more ethical and environmentally respectful in the eyes of the consumer. Fashion retailers have to align their social media strategies with the online and offline behavior of the consumers. With coupons, under the assumption that a good proportion will be redeemed, fashion retail brands can collect the used apparel and gain more profits. Efficiency and convenience drive app engagement, official marketing social media is more effective than friend’s social media posts in purchase motivation. Remarkably, international pricing tend to be set independent of conditions in the host market but instead on the home market price complemented by an uplift.

TEN FREE REFERENCES FROM THE INTERNET — … buy this booklet from Amazon …

Fashion Problems
“Ten Problems for Fashion in the 2020s” booklet for Amazon Kindle, 2021; click on the cover to go to the dedicated Amazon listing page

By TenProblems

Literature Reviews for Inquisitive Minds