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Assortments in fashion e-commerce : a comparative characterization of leading online fashion retailers in the German market.

  • Purpose of the research paper is to illuminate the subject of assortment policy in the German fashion e‐commerce market. A short literature review is conducted in order to set up a system of characteristics to contemplate assortments on a strategic level. In a second step, structured observations are conducted to quantitatively analyze and compare the assortments of the leading online fashion retailers within Germany. Based on literature, the following characteristics for a classification of assortments can be identified: assortment structure, assortment size, assortment width, assortment depth, assortment consistency and rotation, price level, quality mix, fashion degree as well as the mix of private labels and manufacturer brands. Furthermore, the results of the empirical analysis show that there are currently five leaders within the nalyzed market: Amazon, Otto, Zalando, Baur and About You. Among these five market leaders, Amazon positions itself as a retailer that not only offers an enormous assortment size, but also the lowest entry prices as well as the broadest price dispersion. Through the development of the system of characteristics for assortment analysis and the examination of the current market environment, the findings of this paper contribute to the current state of the art in both theoretical and practical aspects.

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Author of HS ReutlingenFinsler, Larissa; Bug, Peter
Publisher:Hochschule Reutlingen
Place of publication:Reutlingen
Document Type:Book
Publication year:2019
Tag:assortment analysis; assortment planning; assortment policy; digital assortments; fashion assortments; fashion e‐commerce; fashion merchandising; market analysis; retail marketing
Page Number:24, XXXI
DDC classes:330 Wirtschaft
Open access?:Ja
Licence (German):License Logo  Creative Commons - CC BY-NC-ND - Namensnennung - Nicht kommerziell - Keine Bearbeitungen 4.0 International