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Digital Transformation in the Fast Fashion Industry: How do Consumers Perceive Phygital Retail?

Nur Haeriah, Andi LU and Jutz, Chiara LU (2023) MGTN59 20231
Department of Business Administration
Abstract
The fashion industry has witnessed significant digital transformation, leading to the emergence of phygital retail that seamlessly integrates physical and digital experiences. This study explores the impact of phygital store design on customer-based brand equity in the fast fashion sector, focusing on the drivers and barriers that shape customer perceptions of phygital retail. By employing Cifci et al. (2016) customer-based brand equity model, the study evaluates the model's applicability in the context of phygital retail. An abductive research approach combines deductive hypothesis testing with the inductive exploration of novel topics. The research findings reveal that the application of phygital retail positively influences brand... (More)
The fashion industry has witnessed significant digital transformation, leading to the emergence of phygital retail that seamlessly integrates physical and digital experiences. This study explores the impact of phygital store design on customer-based brand equity in the fast fashion sector, focusing on the drivers and barriers that shape customer perceptions of phygital retail. By employing Cifci et al. (2016) customer-based brand equity model, the study evaluates the model's applicability in the context of phygital retail. An abductive research approach combines deductive hypothesis testing with the inductive exploration of novel topics. The research findings reveal that the application of phygital retail positively influences brand satisfaction and brand loyalty, improving customer-based brand equity. Specific dimensions of brand equity, such as brand awareness, service quality, and lifestyle-congruence, are significantly influenced by phygital retail. Factors driving positive perceptions include convenience, personalized experiences, and a seamless blend of physical and digital interactions. However, a lack of experience with technology, desire for human interaction, bad implementation, and concerns about sustainability can hinder positive perceptions. This research contributes to understanding the impact of phygital retail on brand equity in the fast fashion industry. It provides valuable insights for fashion brands to enhance their value proposition to customers. (Less)
Please use this url to cite or link to this publication:
author
Nur Haeriah, Andi LU and Jutz, Chiara LU
supervisor
organization
course
MGTN59 20231
year
type
H1 - Master's Degree (One Year)
subject
keywords
Digital Transformation, Fast Fashion Brand, Phygital Retail, Customer-Based Brand Equity.
language
English
id
9128693
date added to LUP
2023-06-26 14:27:28
date last changed
2023-06-26 14:27:28
@misc{9128693,
  abstract     = {{The fashion industry has witnessed significant digital transformation, leading to the emergence of phygital retail that seamlessly integrates physical and digital experiences. This study explores the impact of phygital store design on customer-based brand equity in the fast fashion sector, focusing on the drivers and barriers that shape customer perceptions of phygital retail. By employing Cifci et al. (2016) customer-based brand equity model, the study evaluates the model's applicability in the context of phygital retail. An abductive research approach combines deductive hypothesis testing with the inductive exploration of novel topics. The research findings reveal that the application of phygital retail positively influences brand satisfaction and brand loyalty, improving customer-based brand equity. Specific dimensions of brand equity, such as brand awareness, service quality, and lifestyle-congruence, are significantly influenced by phygital retail. Factors driving positive perceptions include convenience, personalized experiences, and a seamless blend of physical and digital interactions. However, a lack of experience with technology, desire for human interaction, bad implementation, and concerns about sustainability can hinder positive perceptions. This research contributes to understanding the impact of phygital retail on brand equity in the fast fashion industry. It provides valuable insights for fashion brands to enhance their value proposition to customers.}},
  author       = {{Nur Haeriah, Andi and Jutz, Chiara}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Digital Transformation in the Fast Fashion Industry: How do Consumers Perceive Phygital Retail?}},
  year         = {{2023}},
}