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How Digitalization Affects Fashion Retailing/Customer Behaviour and Idealize Operating System

Structure: Abstract Executive Summary Introduction Literature review Methodology Findings Discussion/analysis Conclusion Digitalization is the use of digital technologies to change a business model and provide new revenue and value-producing opportunities digitalization is the driving force behind the retail sector, making shopping more convenient, more enjoyable and more cost-effective has forced retailers to develop e-commerce strategies and incorporate the multi-channel approach into their business models ( Geyskens, 2002] technology is playing an increasingly important role in consumer engagement and loyalty Retailing – “Fast fashion is a term used by fashion retailers to describe inexpensive designs that move quickly from the catwalk to stores to meet new trends. As a result of this trend, the tradition of introducing new fashion lines on a seasonal basis is being challenged. (eg: Zara and H&M) – Since the rising of the digital era and online media, there have been revolutionizing theories in direct marketing strategies and concepts – Fast fashion brands acquire fashion trends/information mostly from social media – Digital marketing – E-commerce – smart speaker or assistant, such as Amazons Alexa device / Apples Siri – big data / The Internet of things (IoT) – VR experience – Artificial Intelligence – digital collaboration – Selling/purchasing products on social media (Instagram /TikTok/Douyin/Facebook/Weibo live) – Technology management using big data, Personal Digital Assistant (PDA), Information and Communication Technologies (ICT) and Offer Follow up System (OFS) to collect and distinguish customers information. These systems helped fashion companies to analyze feedback, sales inventory and purchasing patterns of their consumers. – digital receipts through e-mail — benefits customers – online shopping – online customer service live chat Operation system/Supply chain – Stock base/reorder size (by having advance tech to analyze feedback, sales inventory and purchasing patterns of their consumers) – how to acquire a sustainable supply system – majority of products could be digitally conceived, designed and transferred to other departments for further technical development –> the products will be electronically sent, tracked, distributed, and marketed to digitally connected consumers. – supply chain digitization helps companies make significant profits and productivity gains through improved organization and production agility –> achieve efficiency savings and hence meet customer expectations while enhancing business processes in other areas