Technological Advancement in Fashion Online Retailing: A Comparative Study of Pakistan and UK Fashion E-Commerce
The study aims to establish the virtual size and fit technology features to enhance fashion online retailing platforms, utilising digital human measurements to provide customised style and function to consumers. A few firms in the UK have launched advanced interactive fashion shopping domains for personalised shopping globally, aided by the latest internet technology. Virtual size and fit interfaces have a great potential to provide a personalised better-fitted garment to promote mass customisation globally. Made-to-measure clothing, consuming unstitched fabric is a common practice offered by fashion brands in Pakistan. This product is regarded as economical and sustainable to be utilised by consumers in Pakistan. Although the manual sizing system is practiced to sell garments online, virtual size and fit visualisation and recommendation technologies are uncommon in Pakistani fashion interfaces. A comparative assessment of Pakistani fashion brand websites and UK technology-driven fashion interfaces was conducted to highlight the vast potential of the virtual size and fit technology. The results indicated that web 2.0 technology adopted by Pakistani apparel brands has limited features, whereas companies practicing web 3.0 technology provide interactive online real-store shopping experience leading to enhanced customer satisfaction and globalisation of brands.
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[3] S. Gill, “A review of research and innovation in garment sizing, prototyping and fitting,” Text. Prog., vol. 47, no. 1, pp. 1–85, 2015.
[4] T. L. Lewis and S. Loker, “Trying on the Future: Exploring Apparel Retail Employees’ Perspectives on Advanced In-Store Technologies,” Fash. Pract., vol. 9, no. 1, pp. 95–119, 2017.
[5] M. Januszkiewicz, C. J. Parker, S. G. Hayes, and S. Gill, “Online virtual fit is not yet fit for purpose : An analysis of fashion e-commerce interfaces An Analysis Of Fashion e-Commerce Interfaces,” 2017.
[6] M. Beck and D. Crié, “I virtually try it … I want it ! Virtual Fitting Room : A tool to increase on-line and o ff -line exploratory behavior , patronage and purchase intentions ☆,” J. Retail. Consum. Serv., vol. 40, no. July 2016, pp. 279–286, 2018.
[7] M. Ernst, M. Boehm, U. Detering-koll, and D. Windvogel, “Rapid Body Scanning Technology for a Virtual Mass Customization Process in Garment Industry,” pp. 159–169, 2016.
[8] A. Clarke-Sather and K. Cobb, “Onshoring fashion: Worker sustainability impacts of global and local apparel production,” J. Clean. Prod., vol. 208, pp. 1206–1218, 2019.
[9] I. ul Haq and A. M. Farooq, “TryOn: An Augmented Reality Fitting Room,” in Mobile Devices and Smart Gadgets in Human Rights, IGI Global, 2019, pp. 98–131.
[10] M. Afreen and P. Haq, “Differences in Girth Measurement of BMI Based and Locally Avaliable Categories of Shirt Sizes,” Nurture, vol. 11, no. 1, pp. 1–7, 2017.
[11] I. Pachoulakis and K. Kapetanakis, “Augmented reality platforms for virtual fitting rooms,” Int. J. Multimed. Its Appl., vol. 4, no. 4, p. 35, 2012.
[12] M Wagner, “Dynamic product imagery shrinks the gap between the online and offline shopping experience.Internet Retailer.” 2007.
[13] Y.-L. Lin and M.-J. J. Wang, “The development of a clothing fit evaluation system under virtual environment,” Multimed. Tools Appl., vol. 75, no. 13, pp. 7575–7587, 2016.
[14] A. M. Fiore, H. Jin, and J. Kim, “For fun and profit: Hedonic value from image interactivity and responses toward an online store,” Psychol. Mark., vol. 22, no. 8, pp. 669–694, 2005.
[15] H.-H. Lee, J. Kim, and A. M. Fiore, “Affective and cognitive online shopping experience: Effects of image interactivity technology and experimenting with appearance,” Cloth. Text. Res. J., vol. 28, no. 2, pp. 140–154, 2010.
[16] S. Miell, S. Gill, D. Vazquez, S. Miell, and S. Gill, “Enabling the digital fashion consumer through fit and sizing technology technology,” J. Glob. Fash. Mark., vol. 2685, pp. 1–15, 2018.
[17] A. Darwish, “The Impact of the New Web 2 . 0 Technologies in Communication , Development , and Revolutions of Societies,” vol. 2, no. 4, pp. 204–216, 2011.
[18] L. Khakimdjanova and J. Park, “Online visual merchandising practice of apparel e-merchants,” J. Retail. Consum. Serv., vol. 12, no. 5, pp. 307–318, 2005.
[19] M. Kim and S. Lennon, “The effects of visual and verbal information on attitudes and purchase intentions in internet shopping,” Psychol. Mark., vol. 25, no. 2, pp. 146–178, 2008.
[20] S. S. Song and M. Kim, “Does more mean better? An examination of visual product presentation in e-retailing,” 2012.
[21] H. McCormick and C. Livett, “Analysing the influence of the presentation of fashion garments on young consumers’ online behaviour,” J. Fash. Mark. Manag. An Int. J., vol. 16, no. 1, pp. 21–41, 2012.
[22] J. Peck and T. L. Childers, “Individual differences in haptic information processing: The ‘need for touch’ scale,” J. Consum. Res., vol. 30, no. 3, pp. 430–442, 2003.
[23] E. J. Park, E. Y. Kim, V. M. Funches, and W. Foxx, “Apparel product attributes, web browsing, and e-impulse buying on shopping websites,” J. Bus. Res., vol. 65, no. 11, pp. 1583–1589, 2012.
[24] T.-L. Huang and S. Liao, “A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness,” Electron. Commer. Res., vol. 15, no. 2, pp. 269–295, 2015.
[25] J. Kim and S. Forsythe, “Factors affecting adoption of product virtualization technology for online consumer electronics shopping,” Int. J. Retail Distrib. Manag., vol. 38, no. 3, pp. 190–204, 2010.
[26] L. R. Klein, “Creating virtual product experiences: The role of telepresence,” J. Interact. Mark., vol. 17, no. 1, pp. 41–55, 2003.
[27] Y. Ha and S. J. Lennon, “Online visual merchandising (VMD) cues and consumer pleasure and arousal: Purchasing versus browsing situation,” Psychol. Mark., vol. 27, no. 2, pp. 141–165, 2010.
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[30] H. Li, T. Daugherty, and F. Biocca, “Characteristics of virtual experience in electronic commerce: A protocol analysis,” J. Interact. Mark., vol. 15, no. 3, pp. 13–30, 2001.
[31] J. Park, Y. Nam, K. Choi, Y. Lee, and K.-H. Lee, “Apparel consumers’ body type and their shopping characteristics,” J. Fash. Mark. Manag. An Int. J., vol. 13, no. 3, pp. 372–393, 2009.
[32] V. Magrath and H. Mccormick, “Marketing design elements of mobile fashion retail apps,” vol. 17, no. 1, pp. 115–134, 2013.
[33] R. Ashman and D. Vazquez, “Simulating attachment to pure-play fashion retailers,” Int. J. Retail Distrib. Manag., vol. 40, no. 12, pp. 975–996, 2012.
[34] F. Kawaf and S. Tagg, “The construction of online shopping experience: A repertory grid approach,” Comput. Human Behav., vol. 72, pp. 222–232, 2017.
[35] L. I. Labrecque, J. vor dem Esche, C. Mathwick, T. P. Novak, and C. F. Hofacker, “Consumer power: Evolution in the digital age,” J. Interact. Mark., vol. 27, no. 4, pp. 257–269, 2013.
[36] D. Vogiatzis, D. Pierrakos, G. Paliouras, S. Jenkyn-jones, and B. J. H. H. A. Possen, “Expert Systems with Applications Expert and community based style advice,” Expert Syst. Appl., vol. 39, no. 12, pp. 10647–10655, 2012.
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@article{"International Journal of Business, Human and Social Sciences:79585", author = "Sadia Idrees and Gianpaolo Vignali and Simeon Gill", title = "Technological Advancement in Fashion Online Retailing: A Comparative Study of Pakistan and UK Fashion E-Commerce", abstract = "The study aims to establish the virtual size and fit technology features to enhance fashion online retailing platforms, utilising digital human measurements to provide customised style and function to consumers. A few firms in the UK have launched advanced interactive fashion shopping domains for personalised shopping globally, aided by the latest internet technology. Virtual size and fit interfaces have a great potential to provide a personalised better-fitted garment to promote mass customisation globally. Made-to-measure clothing, consuming unstitched fabric is a common practice offered by fashion brands in Pakistan. This product is regarded as economical and sustainable to be utilised by consumers in Pakistan. Although the manual sizing system is practiced to sell garments online, virtual size and fit visualisation and recommendation technologies are uncommon in Pakistani fashion interfaces. A comparative assessment of Pakistani fashion brand websites and UK technology-driven fashion interfaces was conducted to highlight the vast potential of the virtual size and fit technology. The results indicated that web 2.0 technology adopted by Pakistani apparel brands has limited features, whereas companies practicing web 3.0 technology provide interactive online real-store shopping experience leading to enhanced customer satisfaction and globalisation of brands.
", keywords = "E-commerce, mass customization, virtual size and fit, web 3.0 technology. ", volume = "14", number = "4", pages = "345-16", }
