The paper “ Retail Innovation and Influences within the Fashion Industry” is an explanatory example of a literature review on marketing. Innovation has changed consumer behavior and retail business, especially in the fashion industry. Consumers use mobile phones to research on a boutique or new clothes, or take pictures in the changing room and seeking advice from friends regarding the clothes. Innovation has improved access to a large spectrum of consumers, and also, the consumers are becoming more aware of product diversity. Previously, consumers learned of new fashion products from television commercials and magazines advertisements, but the introduction of the Internet has completely changed the fashion industry.
The designers can engage directly with the customers without the need of passing through intermediaries improving the entire experience of interaction with customers. Retail innovation has influenced immensely the fashion industry in different ways, which benefits both the designers (retailers) and consumers. Online PerceptionIn advancing the experiences, Pantano (2014) acknowledges the final expectations of retailers and consumers should have been fulfilled. Therefore, balancing the requirements of retailers and consumers is important in creating a positive shopping experience.
Pantano and Di Pietro (2012) present the experience balances with experiences. The innovation is supposed to address the requirements of consumers, which in turn improves experience and acceptance. Tran, Hsuan, and Mahnke (2011) support the sentiments on experience and acceptance as integral in innovation in the retail industry. The consumers have to appreciate and accept the innovation before the consumers can use the platform. Numerous studies have discussed how innovation is adopted by view studies have addressed the reasons why consumers reject or accept information technology. One of the models that discuss why consumers adopt technology is the Technology Acceptance Model: Adapted from Davis (1989)Customer experience is the interaction between the customer and retail throughout their relationship.
It includes the use of service, advocacy, cultivation, discovery, awareness, and attraction. Pookulangara and Koesler (2011) note that social media is used to improve the customer experience in the fashion retail industry by enabling consumers to voluntarily share information regarding products and services. For example, As Seen on Screen is an online clothing retailer that enables an individual to see the clothes in person.
It is integrated with numerous applications that create an easy and fun way of reviewing the products. Blá zquez (2014) continues to state that experience is premised on the services obtained and whether what is marketed is true. For example, consumers use online platforms to view the colors and images of a shoe; however, after purchasing the shoe, it may be a different color, which may affect future experience when it comes to acquiring a product online. The advancement of inexperience has also been occasioned by the possibility of matching clothes with other accessories.
Persaud and Azhar (2012) discuss the significance of smartphones in matching different cloth colors and associated accessories. The authors state that the easiness of comparing products because of innovation and technological advancement enables a consumer to acquire all the products from a single outlet (Lu, Karpova, and Fiore, 2011). It results in an increase in sales and also improves the customer experience because the customer will not need to visit numerous retailers. Matching the clothes offer a customer an advance view of the clothes even before wearing.
Therefore, retailers have to integrate innovative products and services to address consumer behavior.
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