We have already seen the trend with everything from books to movies and music- the Internet has forever changed the way such commodities will be sold in our capitalist market. Apparel, however, has yet to undergo such drastic transformations. Although the majority of people today shop for clothing in traditional retail stores, there is a huge potential for the e-commerce market. My partner and I aims to grasp such potential in order to find ways to improve the online shopping experience and get people to trust the whole purchasing process. In collaboration with Kelly Mullins.
The ethnographic research varied from the high-end female shopper in Bergdorf Goodman to the trendy female shopper in Topshop. We observe the important elements that both work and did not work within the retail store.
Based on the graph pictured above, younger females significantly lead the way with adopting online shopping while older males have not tried it at all.
WHAT IS MOST IMPORTANT TO SHOPPERS?
Fit is the most important element to shoppers in comparison to cost, selection, convenience or service.