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In the luxury Fashion industry, consumers could be categorized into two groups: fashion leader and Fashion follower. Both groups of consumers purchase luxury fashion products aim at satisfying both their functional needs and social needs (i.e., social influence). Thus the demands of both consumer groups are related. In this paper, we construct a model to examine the effects of pricing and online retail service in luxury fashion firms with social influence. To maximize profit, we identify the optimal prices and online retail service when the luxury fashion firms provide the non-differentiated and differentiated online retail services, respectively. More insights are discussed.
The purpose of this study is to evaluate online German fashion shopping websites from a customer perspective, based on a two-dimensional conceptual framework covering
shopping experience and shopping quality. As the research methodology, an exploratory mystery shopping approach was used in order to compare online shops. The results were as follows. First, four categories of online shops were identified: heroes, marketing winners, process winners, and underperformers. Second, three main levers for improvement were elaborated: emotionality of websites, reducing complexity, and the introduction of an industry standard of payments. From These results, it is possible to analyze and benchmark websites and to adapt online Marketing decisions as well as general management strategies for online fashion Shopping companies. The study has originality and value as it is the first time that an Evaluation of websites has combined the consumer´s perspective before the purchase and its fulfillment (e.g. delivery) after the online purchase.
Due to the increasing awareness of social and environmental issues of the consumer, sustainability has become significantly important in the fashion businesses. Therefore, developing a sustainable supply chain is crucial for fashion companies to meet consumer´s consciousness. According to Bin Shen (2014), the Fast Fashion Retailer H&M is more likely to select suppliers in countries with a low score on the human wellbeing factor of the Sustainable Society Index (SSI). This paper extends the findings of Bin Shen (2014) and investigates fashion firms of different segments on their scoring at the 8 underlying categories of the SSI. This approach let the researcher assume that fashion firms of different segments which are active in sustainability are selecting their suppliers in countries with a low degree on the 8 categories of the SSI. Consequently, by utilising the SSI as a tool, the findings of this paper will be helpful to profile and compare Fashion companies of different segments in their supplier selection in regards to sustainability.
The purpose of this paper is to illustrate the communication of sustainability of fashion retailers via their websites with a focus on the involvement of the consumer and the varying communication processes, based on the sender-receiver model. For the empirical study, 10 fashion retailers were analyzed in terms of their communication of sustainability via their websites, with a focus on the consumer involvement. The results of empirical study were applied to the theoretical communication process model and illustrate the varying communication processes among the ten fashion retailers. The communication of sustainability via the Fashion retailer´s websites varied strongly. Only one fashion retailer communicated environmental- and social as well as all consumer-related aspects. As a result, the loop of the communication process has only been closed for one fashion retailer. Accordingly, these findings confirm that there is a need for fashion retailers to inform consumers in a holistic way about sustainability, especially in terms of sustainable fashion consumption when communicating sustainability via websites.
The purpose of this paper is to review, compare and contrast the body of published literature regarding consumer related emotions in fashion shopping behavior. This paper analyses 39 academic articles which focus on emotions in fashion shopping behavior between 2000 and 2013. Therefore articles which examine the influence of environmental stimuli in a retail setting as well as articles which focus on the impact of factors affecting individuals especially in shopping for fashion were analysed. Most of the articles are based on the SOR paradigm. A larger focus is recently placed on the research of emotions and consumers’ behavior in online fashion environments. The influence of stimuli, occurring in endogenous and exogenous ways, on consumers’ emotion and resulting behavior could be confirmed in most studies. However the determination of addressed emotions is already widely researched, the impact on consumers’ shopping behavior has to be analysed more detailed.
Defining the antecedents of experience co-creation as applied to alternative consumption models
(2019)
Purpose – The purpose of this paper is to propose a conceptual framework of experience co-creation that captures the multi-dimensionality of this construct, as well as a research process for defining of the antecedents of experience co-creation.
Design/methodology/approach – The framework of experience co-creation was conceptualized by means of a literature review. Subsequently, this framework was used as the conceptual basis for a qualitative content analysis of 66 empirical papers investigating alternative consumption models (ACMs), such as renting, remanufacturing, and second-hand models.
Findings – The qualitative content analysis resulted in 12 categories related to the consumer and 9 related to the ACM offerings that represent the antecedents of experience co-creation. These categories provide evidence that, to a large extent, the developed conceptual framework allows one to capture the multi-dimensionality of the experience co-creation construct.
Research limitations/implications – This study underscores the understanding of experience co-creation as a function of the characteristics of the offering – which are, in turn, a function of the consumers’ motives as determined by their lifeworlds – as well as to service design as an iterative approach to finding, creating and refining service offerings.
Practical implications – The investigation of the antecedents of experience co-creation can enable service providers to determine significant consumer market conditions for forecasting the suitability and viability of their offerings and to adjust their service designs accordingly.
Originality/value – This paper provides a step toward the operationalization of the dimension-related experience co creation construct and presents an approach to defining the antecedents of experience co-creation by considering different research perspectives that can enhance service design research.
For the widespread establishment of a circular economy, the acceptance of used products among consumers is a prerequisite. This paper investigates the customer experience of product service systems related to used products (PSSuP), such as renting, remanufacturing, and second-hand models, and aims to point out the offering characteristics that effect customer response and customer engagement. This study was conducted by means of a content analysis-based literature review of 69 empirical PSSuP studies. A frequency analysis of the categories that determine customer experience creation was conducted, as well as a contingency analysis to reveal the interrelationship between these categories. On this basis, the different PSSuP types were compared, and four strategic orientations of customer experience creation in PSSuP are pointed out: price, confidence, convenience, and delight orientation. For each of these strategic orientations, supportive PSSuP offering characteristics are specified. Building on the findings of this study, theoretical and managerial implications for product–service systems marketing are pointed out, and the need for research on the role of information and communication technology as an enabler of customer experience creation in PSSuP is highlighted.
This paper explores why and how dominant international social standards used in the fashion industry are prone to implementation failures. A qualitative multiple-case study method was conducted, using purposive sampling to select 13 apparel supply chain actors. Data were collected through on-site semi-structured face-to-face interviews. The findings of the study are interpreted by using core tenets of agency theory. The case study findings clearly highlight why and how multi-tier apparel supply chains fail to implement social standards effectively. As a consequence of substantial goal conflicts and information asymmetries, sourcing agents and suppliers are driven to perform opportunistic behaviors in form of hidden characteristics, hidden intentions, and hidden actions, which significantly harm social standards. Fashion retailers need to empower their corporate social responsibility (CSR) departments by awarding an integrative role to sourcing decisions. Moreover, accurate calculation of orders, risk sharing, cost sharing, price premiums, and especially guaranteed order continuity for social compliance are critical to reduce opportunistic behaviors upstream of the supply chain. The development of social standards is highly suggested, e.g., by including novel metrics such as the assessment of buying practices or the evaluation of capacity planning at factories and the strict inclusion of subcontractors’ social performances. This paper presents evidence from multiple Vietnamese and Indonesian cases involving sourcing agents as well as Tier 1 and Tier 2 suppliers on a highly sensitive topic. With the development of the conceptual framework and the formulation of seven related novel propositions, this paper unveils the ineffectiveness of social standards, offers guidance for practitioners, and contributes to the neglected social dimension in sustainable supply chain management research and accountability literature.
Purpose: Emotions play a central role in approach-avoidance customer conflicts in retailing. The purpose of this paper is to assess the influence of emotions in the fashion retail environment, in particular to investigate how emotions can be best defined and clustered as well as how emotions affect the costumer behavior.
Findings: The conceptual paper reveals a framework explaining diverse theories of emotional models existing in literature. Moreover, the stimulus-organism-response model is applied to costumer behaviour in the fashion retail to explain the shopping experience under the influence of cognitive and affective emotional processes. Finally, it is concluded that point of sales have to be turned to point of emotions in order retailers are able to develop sustainable relationships with their customers.
Purpose: The purpose of this paper is to analyze if omni-channeling is a prerequisite for physical stores to create an emotional shopping experience.
Findings: Due to the technological developments an changes in consumer behavior, the retailer needs to adapt digital tools and to offer services that link on- and offline channels ensuring an emotional shopping experience. Multi-channel retailers need to integrate their channels to satisfy the customer.