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Brick and Mortar 2.0: The Future of Brick-and-Mortar Fashion Retail

Thompson, Ashlynn E
http://rave.ohiolink.edu/etdc/view?acc_num=ksuhonors1587136943219588

Abstract Details

2020, BS, Kent State University, College of the Arts / School of Fashion.
The fashion industry is driven by the consumer. The introduction of Generation Z to the retail marketplace brings a unique set of consumer preferences and expectations that must be met to ensure a brand’s success with this soon-to-be largest living generation. Retail is undergoing a major evolution and research is essential to determine the “how”; how retail is changing and how retailers can adapt for the future. Learning the customer is an essential part of this process. Very few studies have directly asked Generation Z shoppers what they want from the retail environment. Moreover, none were identified that specifically asked fashion students—our future industry professionals—what they want to see from fashion retailers. To address this gap, these representatives of the cohort were specifically chosen for this study because of their curricular focus and first-hand experience in the retail and fashion industry. The purpose of this study was to provide a comprehensive view of what these educated consumers value most in the customer experience, the advantages and drawbacks of brick-and-mortar retail shopping today and changes they wish to see in the future. Findings of this research will inform initiatives related to technology, products, services and the customer experience that fashion retailers should adopt to meet evolving customer needs and ensure success long-term. Overall, the results supported the literature and added to understanding that Generation Z is not a homogeneous group when it comes to shopping behavior and preferences. The entire fate of retail is based on how well brands can adapt to the changing face of its customer.
Catherine Leslie (Advisor)
Alison Smith (Committee Member)
Pamela Grimm (Committee Member)
William Hauck (Committee Member)
177 p.
Demographics; Marketing; Social Research; Sustainability; Technology
generation Z; gen Z; brick and mortar; retail; retail industry; fashion; consumer; customer experience; shopping; shopping behavior; shopping experience; preferences; retailer; future; store of the future; consumer values; quantitative survey

Recommended Citations

Citations

  • Thompson, A. E. (2020). Brick and Mortar 2.0: The Future of Brick-and-Mortar Fashion Retail [Undergraduate thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ksuhonors1587136943219588

    APA Style (7th edition)

  • Thompson, Ashlynn. Brick and Mortar 2.0: The Future of Brick-and-Mortar Fashion Retail. 2020. Kent State University, Undergraduate thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ksuhonors1587136943219588.

    MLA Style (8th edition)

  • Thompson, Ashlynn. "Brick and Mortar 2.0: The Future of Brick-and-Mortar Fashion Retail." Undergraduate thesis, Kent State University, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=ksuhonors1587136943219588

    Chicago Manual of Style (17th edition)

ksuhonors1587136943219588
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© 2020, all rights reserved.
This open access ETD is published by Kent State University Honors College and OhioLINK.