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An E-fashion Retailer Analysis - Essay Example
Author : kaialeuschke
Pages 10 (2510 words)
This essay talks about the process of e-commerce by analyzing such fashion industry giants as Topshop, H&M, ZARA and ASOS that compete on the internet for sales. This paper presents an overview of different market strategies used by these clothes retailers…
The essay "An E-fashion Retailer Analysis" presents an overview of different companies strategies for their online sales.
There has been a growth in internet accessibility and usage on the whole. Online sales of clothing rank fourth highest with travel services, software and media sector occupying the first three positions. More consumers across the globe are purchasing computers and gaining access to the internet and are, therefore, attracted to a myriad of online websites operated by fashion retailers.
Typically, consumers in the past were wary of buying apparel online. Females, in particular, would want to touch and see the apparel physically for obvious reasons such as buying the size that best fits them or feeling the quality of the fabric. In recent years, this trend has been changing and more consumer, including females, are comfortable with purchasing apparel online. The theory of buyer behavior demonstrates the buyer black box of which the buyer decision process is a subset. Consequently, the model of consumer buying process explains how consumers engage in information search after they have realized the need to purchase a product. This has been catered to by online fashion retailers who have now adopted the model of a “virtual store” whereby consumers can have a 360-degree view of products they intend to buy by seeing the product from different sides. The “zoom in” function can help consumers see the fabric/texture as well as design that they could otherwise have viewed had they been present physically at the store. ...