Retailing activity - the online fashion challenge
Recommend on Google+
The retail fashion market is big business in the UK - yet only 6% of sales are made by customers online (a much lower percentage than other consumer product markets such as electronics, music, games and books). Here is an article that could be used to support an interesting student challenge.
Most students will be more than familiar with the process of high street fashion shopping. So the two questions for them are:
(1) What is it about the physical process of shopping for clothes that makes it so preferable to buying online, and
(2) What could an e-tailer of fashion do using a web site to encourage a higher proportion of sales online.
A group exercise might identify a variety of methods / approached to enhancing the online fashion experience.
You could then compare the student responses with the information in this excellent article, which reports the results of some market research by online retail consultants:
blog comments powered by Disqus
What’s going wrong at Superdry? [23 Apr 2012]
Strategy explained - Insights into Amazon [13 May 2011]
Fashion retailing finds its home online [11 Sep 2010]
Online distribution channels - which retailers are still missing out? [1 Sep 2010]
Start-up case study - Petmeds [24 Aug 2008]
Marketing mix - the online retailers have never had it so good [4 Aug 2008]
Cash flow problems could mean its a wrap… [26 Jul 2008]
Ideas for a business start-up: Guy Collection [20 Jul 2008]
Swapping tat for quality in the retail clothing market [3 Mar 2008]
Another Business that doesn’t ‘get’ the internet: Hollywood [27 Feb 2008]
BUSINESS TEACHER RESOURCE NEWSLETTER
Get first news of business teaching resources, ideas and other materials from tutor2u. Over 9,400 business teachers from the UK and around the world receive our regular teacher email newsletters. Sign up for free here!
