Garment Recommendations for Online and Offline Consumers

Recommender Systems have obvious influence in environments where data size exceeds the capabilities of any user to fully explore the available choices in the store (physical or on-line). Many algorithms and techniques have been used to help recommending useful and interesting items to users. If the user is unidentified, the process is even harder as there are no historical or other data to use as input. Association rules is a popular technique used for many purposes in Recommender Systems such as for building more robust systems, improving quality of recommendations; and even addressing fundamental limitations of recommender systems and, generally, large datasets, e.g. sparsity and cold start. At the same time, efforts have been made to fully understand if and how differently customers are behaving in an online and in a physical environment.This work tries to combine the two efforts. We use association rules to provide recommendations to customers, as well as understand who the customer is, what her needs are and what is her mentality when entering a physical store or the corresponding e-shop. To fulfill our goal, we used descriptive statistics along with Association Rules analysis of the POS transactional data on basket data level and historical data level

How can Scandinavian contemporary fashion (SCF) brands nurture their growth & hype sustainably in the future?

This study explored the Business Models (BM) of Scandinavian Contemporary Fashion (SCF) brands, using an analysis grid based on the BM Canvas. It confirmed how SCF brands place sustainability at the core of their Value Propositions (VP). Designs are produced in-house and manufactured by external suppliers, mainly selected by their sustainability and circularity (reuse and recycling) production methods, certifications and animal welfare policies. Most SCF brands developed their own restricted chemical substances list, fiber indices and garment care instructions, to better guide suppliers and customers towards their VP. SCF brands engaged in partnerships on sustainability and charity (to strengthen their green and inclusivity credentials), culture (to deliver unique lifestyle offerings) and public relations (to develop integrated online/offline marketing campaigns towards Millennials and Generation-Z consumers). SCF brands also benefit from intellectual protection and great international coverage, but could enhance their value chain traceability and circularity (repair and reduce) initiatives, customer relationships and recruitment processes, to preserve their overwhelming success sustainably in the future

Looking for the perfect fit? Online fashion retail - opportunities and challenges

This paper broadly describes the e-Size project as well as presenting the preliminary results of its first pilot test - an exploratory survey administered to a convenience sample of customers in the attempt to establish whether the integration of a size recommendation application into a menswear fashion retail website had been successfully achieved by verifying the size recommendations made by the application, and to assess the user experience of the application in order to determine its suitability for live user testing on the retailer’s website. From the preliminary findings it emerges that all participants found the size recommendation application easy to use. The majority of participants received the correct size recommendation from the application, and would be willing to use the application due to its helpfulness in providing a size recommendation when shopping online, however, users’ personal style and fit preference is an important factor, irrespective of the size that fits them correctly. By integrating additional garment and fit information into the application, retailers can ensure every user will be able to receive a tailored recommendation that meets both their size and personal style preferences

The impact of body image self-discrepancy on body dissatisfaction, fashion involvement, concerns with fit and size of garments, and loyalty intentions in online apparel shopping

The purposes of this study were: (1) to explore the domain of concerns with fit and size of garments using a qualitative technique; (2) to develop scales, measuring them in the offline and online shopping contexts; and (3) to examine the relationships among body image self-discrepancy, body dissatisfaction, fashion involvement, concerns with fit and size of garments, and loyalty intentions based on the self-discrepancy and cognitive dissonance theories.;In Phase 1, the domain of concerns with fit and size of garments was explored using a focus group interview technique. Results of this phase revealed seven distinct, interrelated themes, encompassing both offline and online shopping.;In Phase 2, based on the findings from Phase 1, two concerns with fit and size of garment scales were developed for offline and online shopping. As a result of exploratory and confirmatory factor analyses, five dimensions, including 22 items, were identified for each of the offline and online shopping contexts. It appeared that both offline and online shopping contexts generated similar concerns with fit and size of garments to some extent, but at the same time, the concerns with fit and size in the two different shopping formats were explained by somewhat different dimensions.;In Phase 3, a hypothesized model, examining the relationships among body image self-discrepancy, body dissatisfaction, enduring and situational fashion involvement, concerns with fit and size of garments, and loyalty intentions, was tested using a SEM technique. The results showed that body image self-discrepancy was positively related to body dissatisfaction. Body dissatisfaction was positively related to enduring and situational fashion involvement. Body dissatisfaction was positively associated with five concerns with fit and size of garment dimensions. However, the relationships between enduring and situational fashion involvement and five concerns with fit and size of garment dimensions were not significant. Finally, concerns with overall appearance and concerns with unavailability of size did not influence loyalty intentions; whereas, concerns with imagining fit/size in online shopping negatively affected loyalty intentions

Dress with less : consumers’ engagement in Slow Fashion

The Fast Fashion phenomenon has become one of the biggest threats to the environment in current times, consuming abnormal amounts of water and energy, as well as producing tons of greenhouse gases and waste. Slow Fashion has then emerged as the responsible alternative to consumers who started to demand change and raising awareness to Fast Fashion’s harmful impact. This paper studies the online community behind Slow Fashion, looking at its behaviors and attitudes, as well as the main advantages, challenges and complaints consumers have when adopting this lifestyle. Netnography has been chosen to conduct this research, as it is the fittest method. Results show there is high willingness to change habits among consumers and they are starting to adopt strategies to reduce their environmental footprint. As to maintain a positive brand image, companies should focus on tailoring their operational strategies so that they enable might eco-friendly material sourcing and mitigate landfilling and unsold product incineration, therefore appeasing the increasingly demanding consumers. The desired movement requires, however, a structural change in today’s society and Social Marketing and governments are the cornerstones to achieve this circular economy.O fenómeno da Fast Fashion tornou-se, atualmente, uma das maiores ameaças ao ambiente, consumindo quantidades anormais de água e energia e produzindo toneladas de resíduos tóxicos e de gases com efeito de estufa. A Slow Fashion surgiu, desde então, como a alternativa responsável aos consumidores que, sensibilizados pelo efeito nocivo da Fast Fashion, começaram a exigir mudanças. O documento aqui apresentado, estuda a comunidade online por detrás da Slow Fashion, analisando os seus comportamentos e atitudes, bem como as principais vantagens, desafios e queixas que os consumidores têm quando adotam este estilo de vida. A Netnografia foi a metodologia usada na investigação, por a considerarmos a mais adequada neste tipo de trabalho. Os resultados mostram que existe uma grande vontade de mudança de hábitos por parte dos consumidores, os quais começam a adotar estratégias para reduzir a sua pegada ambiental. No sentido de manter uma imagem de marca positiva, as empresas devem concentrar-se na adaptação das suas estratégias operacionais, de modo a potenciar a obtenção de materiais ecológicos e a mitigar a deposição em aterro e a incineração de produtos não vendidos, apaziguando assim os consumidores cada vez mais exigentes. O movimento desejado exige, no entanto, uma mudança estrutural na sociedade atual, onde o Marketing Social e os governos terão papeis essenciais no atingimento desta economia circular

Need for touch and haptic imagery: an investigation in online fashion retail

E-commerce is an effective marketing tool, as it enables price comparisons, information seeking, and more convenience. However, for products such as fashion items, which require more touching and physical evaluation of features(e.g., softness, texture, and fit),online sales channels present more risks, due to the inability to convey that sense. This limits online purchase intentions. On the other hand, individuals display different degrees of Need for Touch. Thus, to sell fashion products online, firms should minimize the drawback when touching them is not possible. The aim of this paper is to identify how information presented on a fashion website influences the purchase decision process, as well as the perception of product quality. Perceived product quality may be optimized once virtual stores present sufficient pictorial and textual information for a more realistic and sensorial analysis. We also wanted to test whether the variable Need for Touch affects perceived quality and/or purchase intention. In this sense, we tested hypotheses that led to the conclusion thata product description with more sensorial(pictorial and textual) information helps generating haptic image, positively influencing perceived quality and the intention to purchase. Such results are in line with the findings of previous studies. Contrary to other studies, however, the expected moderating effect of NFT on the relationship between haptic imagery, perceived product quality, and purchase intention was not demonstrated by our analyses. Theoretical and managerial contributions are also discussed, in a contribution to the literature one-commerce, NFT, and haptic imagery.info:eu-repo/semantics/publishedVersio

O futuro da economía circular: a moda de segunda man en España

[Abstract] The beginning of the consumer society era or the fast fashion phenomenon have led the planet to generate and accumulate huge amounts of clothing waste. According to data from Asociación Ibérica de Reciclaje Textil (ASIRTEX, 2019), in Spain, an average of 32.35kg of clothing is discarded per person and only 1.7kg is processed correctly. The circular economy, and within this, the marketing of second-hand fashion, is one of the main challenges that, in terms of sustainability, the textile sector must face. For this reason, this Final Degree Project aims to answer three main questions. Firstly, to analyse the situation of second-hand clothing in Spain. Secondly, to find out the position adopted by buyers with respect to the second-hand clothing market. And finally, to determine whether the secondhand market would be a viable option for the circular economy in Spain. In terms of methodology, this work uses different scientific methods. The analytical-synthetic method is applied in the first part of the work (chapters 1-3), where a literature review of previous publications is carried out. After this review, in a deductive way, the possible variables that influence the purchasing decision were selected, with the aim of designing a structured questionnaire. The empirical analysis, on the other hand, makes use of the hypothetical-deductive method, based on the descriptive analysis of the primary data obtained through the survey carried out on 215 people. Finally, based on the information analysed, the main conclusions and contributions are presented in an inductive manner. The empirical evidence shows that in Spain more than half of the people interviewed are consumers of second-hand clothes and that even non-buyers would be willing to buy second-hand if certain conditions were met. People who buy second-hand clothes in Spain are style-conscious consumers, but they are also aware of the environmental impact of second-hand clothes compared to new clothes. They would also be willing to spend more money on clothes that are sustainable. The responses found allow us to affirm that buying second-hand clothes is a buying trend that seems to be on the rise in the coming years. In general, Spanish consumers have received a positive response to second-hand clothing and there is little stigma attached to it, making it a viable option for the circular economy in Spain. Furthermore, it has been found that the pandemic caused by COVID-19 did not have a major impact on the behaviour of second-hand clothing consumers. Ultimately, this work allows us to consider second-hand clothing as a positive part of the potential future of the textile industry. A future that uses resources already present in this planet and that is more sustainable and environmentally friendly.[Resumen] El inicio de la era de la sociedad de consumo o el fenómeno del fast fashion han llevado al planeta a generar y acumular cantidades ingentes de desechos de ropa. Según datos de la Asociación Ibérica de Reciclaje Textil (ASIRTEX, 2019), en España, se desechan una media de 32.35kg de ropa por persona y solo 1.7kg son procesados correctamente. La economía circular, y dentro de ésta, la comercialización de moda de segunda mano, constituyen uno de los principales desafíos que, en términos de sostenibilidad, debe afrontar el sector textil. Por ello, este Trabajo Fin de Grado tiene como objetivo dar respuesta a tres cuestiones principales. En primer lugar, analizar la situación de la ropa de segunda mano en España. En segundo lugar, conocer la posición adoptada por los compradores con respecto al mercado de ropa de segunda mano. Y finalmente, determinar si el mercado de segunda mano sería una opción viable para la economía circular en España. Sobre la metodología, en este trabajo se hace uso de diferentes métodos científicos. El método analítico-sintético se aplica en la primera parte del trabajo (capítulos 1-3), donde se realiza una revisión bibliográfica de publicaciones previas. Tras esta revisión, de un modo deductivo, se han seleccionado las posibles variables que influyen en la decisión de compra, con el objetivo de diseñar un cuestionario estructurado. El análisis empírico, por su parte, hace uso del método hipotéticodeductivo, a partir del análisis descriptivo de los datos primarios obtenidos a través de la encuesta realizada a 215 personas. Finalmente, a partir de la información analizada, de un modo inductivo, se presentan las principales conclusiones y aportaciones. La evidencia empírica muestra que en España más de la mitad de las personas entrevistadas son consumidoras de ropa de segunda mano y que incluso las no compradoras estarían dispuestas a comprar de segunda mano si se dan ciertas condiciones. Las personas que consumen ropa de segunda mano en nuestro país están centradas en el estilo, pero, a su vez, conscientes del impacto medioambiental de la ropa de segunda mano en relación con la ropa nueva. Asimismo, estarían dispuestas a gastar más dinero en prendas que fueran sostenibles. Las respuestas encontradas nos permiten afirmar que la compra de ropa segunda mano es una tendencia de compra que parece irá en aumento en los próximo años. En general, los consumidores españoles han recibido una respuesta positiva a la ropa de segunda mano y existe poco estigma en torno a ella, por lo que sería una opción viable para la economía circular en España. Además, se ha detectado que la pandemia provocada por el COVID-19 no tuvo un gran impacto en el comportamiento de estos consumidores. En última instancia, este trabajo permite considerar las prendas de segunda mano como parte positiva del potencial futuro de la industria textil. Un futuro que utilice recursos ya presentes en nuestro planeta y que sea más sostenible y respetuoso con el medio ambiente.[Resumo] O inicio da era da sociedade de consumo ou o fenómeno da moda rápida levaron ao planeta a xerar e acumular inxentes cantidades de residuos de roupa. Segundo datos da Asociación Ibérica de Reciclaxe Téxtil (ASIRTEX, 2019), en España descártanse unha media de 32,35 kg de roupa por persoa e só se procesan correctamente 1,7 kg. A economía circular, e dentro dela, a venda de moda de segunda man, constitúen un dos principais retos que debe afrontar o sector téxtil en materia de sustentabilidade. Polo tanto, este Traballo Fin de Grao pretende dar resposta a tres preguntas principais. En primeiro lugar, analizar a situación da roupa de segunda man en España. En segundo lugar, coñecer a posición adoptada polos compradores con respecto ao mercado de roupa de segunda man. E por último, determinar se o mercado de segunda man sería unha opción viable para a economía circular en España. En canto á metodoloxía, podemos afirmar que este traballo fai uso de diferentes métodos científicos. O método analítico-sintético aplícase na primeira parte do traballo (capítulos 1-3), onde se realiza unha revisión bibliográfica de publicacións anteriores. Tras esta revisión, de forma dedutiva, seleccionáronse as posibles variables que inflúen na decisión de compra, co obxectivo de deseñar un cuestionario estruturado. A análise empírica, pola súa banda, fai uso do método hipotéticodedutivo, baseado na análise descritiva dos datos primarios obtidos mediante a enquisa a 215 persoas. Finalmente, a partir da información analizada, de xeito inductivo, preséntanse as principais conclusións e achegas. A evidencia empírica mostra que en España máis da metade das persoas entrevistadas son consumidores de roupa de segunda man e que incluso os non compradores estarían dispostos a comprar de segunda man se se cumpren determinadas condicións. As persoas que consumen roupa de segunda man no noso país son consumidores centrados no estilo, pero, ao mesmo tempo, son conscientes do impacto ambiental da roupa de segunda man en relación coa roupa nova. Así mesmo, tamén estarían dispostos a gastar máis cartos en prendas que fosen sostibles. As respostas atopadas permítennos afirmar que a compra de roupa de segunda man é unha tendencia de compra que parece ir en aumento nos próximos anos. En xeral, os consumidores españois recibiron unha resposta positiva á roupa de segunda man e hai pouco estigma ao seu redor, polo que sería unha opción viable para a economía circular en España. Ademais, detectouse que a pandemia provocada polo COVID-19 non tivo un gran impacto no comportamento dos consumidores de roupa de segunda man. En definitiva, este traballo permítenos considerar a roupa de segunda man como parte positiva do potencial de futuro da industria téxtil. Un futuro que utilice recursos xa presentes no noso planeta e que sexa máis sostible e respectuoso co medio ambiente.Traballo fin de grao (UDC.FHD). Xestión Industrial da Moda. Curso 2021/202