The Role of Cross-Country Differences in International Fashion Retailing: E-Commerce Development in Spain and the UK

    Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

    Abstract

    The development of the Internet as a retail channel has produced a change in the complete value chain, from retailers to consumers and e-commerce means a big potential for both of them. However, in spite of this potential, the level of e-commerce development in the di erent EU countries is very unequal with Spain and the UK exemplifying two extremes. This chapter aims to determine if di erences in fashion e-commerce, between Spain and the UK are due to the heterogeneity of consumers’ behaviours and at- titudes through online shopping. The results obtained con rm that there is no homogeneity in the online fashion community, what means that retailers websites should design the online experience consider- ing the characteristics of the local Internet users. The research provides a classi cation of consumers based on their motivations to browse or buy fashion through the Internet with relevant implications for fashion retailers.
    Original languageEnglish
    Title of host publicationHandbook of Research on Global Fashion Management and Merchandising
    PublisherIGI Press
    Number of pages27
    ISBN (Electronic) 9781522501114
    ISBN (Print)9781522501107
    DOIs
    Publication statusPublished - 2016

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