Retailer and consumer perceptions of online fashion retailers: Web site design issues

Noreen Q. Siddiqui · Antonia O’Malley · Julie McColl · Grete Birtwistle

81 citations0/0 files storedJournal of Fashion Marketing and Management

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Consumer Retail Behavior Studies Digital Marketing and Social Media Technology Adoption and User Behaviour

Abstract

Examines the Web sites of online fashion retailers. It evaluates the role of the Internet as a distribution channel and in particular discusses issues of Web page design. Retailer and consumer views within the fashion sector are explored in a three‐stage qualitative research process. This research highlights the differences in retail and consumer perception of fashion Web sites. While retailers are satisfied by their online offer they lack an understanding of consumer needs. Consumers are disappointed in the lack of service and product provision provided by fashion Web sites. Areas of concern include overall Web page design, level of interactivity, absence of information about fashion trends and inconsistency across Web sites.

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References

1997Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces 1997Internet marketing in the internationalisation of UK SMEs 2000A services‐marketing perspective on e‐retailing: implications for e‐retailers and directions for further research 2002Buying apparel over the Internet 1999The personalised marketplace: beyond the 4Ps 2000eCommerce: a critical review 1999Cyber retailing in the UK: the potential of the Internet as a retail channel 1996Retailing and shopping on the Internet

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