Bachelor Thesis from the year 2019 in the subject Business economics - Trade and Distribution, Ingolstadt University of Applied Sciences, language: English, abstract: The thesis will analyze the ongoing trends of fashion retail businesses all over the world and the attitudes and opinions consumers have towards fashion and how ever-developing digitalization affects their fashion experience. This thesis will also clarify how the leading fashion retailers are implementing digital transformation into their business models. The main objective of this thesis will be achieved using literature, existing sources, surveys, and reports. The results of the research suggest that digitalization has a huge impact on consumer behavior in terms of fashion. Based on the results, the thesis will then present recommendations for fashion retailers so that the marketer and the customer can reap the advantages of digitalization.
Digitalization is a big part of the everyday lives of fashion consumers. In the past decades, rapidly accelerated globalization and technological developments, among other major changes in society, have modified the overall behavior of consumers. The purpose of this study is to identify the impact of digitalization on consumer behavior with particular reference to the fashion retail industry.
