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Bridging the gap: A feasibility study of a public showroom
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2013 (English)Independent thesis Advanced level (degree of Master (Two Years))Student thesis
Abstract [en]

Purpose: To examine whether there is an interest in a public showroom for Swedish consumers and fashion e-retailers and how it could benefit them. Design/methodology/approach: Qualitative interviews with two Swedish fashion e-retailers were conducted in order to understand if there was an interest in a public showroom amongst the chosen companies. A survey with 200 participants was carried out with students from the Swedish School of Textiles, to get an understanding of their e-shopping behavior. Findings: It was found that there is an interest in implementing a public showroom. According to the survey results, a majority were in favor of trying on a product before purchasing it. The fashion e-retailers that were interviewed thought that it would be of interest if it would function more as a temporary pop-up solution. Practical implications: The findings are of relevance for fashion e-retailers that are potentially interested in an additional marketing and communication channel for their internal brands. Originality/value: As there was no research regarding Swedish fashion e-retailers attitude towards a public showroom, this thesis contributes with new findings to the academics. Furthermore, it can be used as a guideline to fashion e-retailers in the event of opening of a public showroom.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2013.
Series
Masteruppsats ; 2013.11.3
Keywords [en]
Public showroom, e-retailing, brand management, pop-up stores, multi-channel
National Category
Design
Identifiers
URN: urn:nbn:se:hb:diva-17374Local ID: 2320/12801OAI: oai:DiVA.org:hb-17374DiVA, id: diva2:1309282
Note
Program: Master Programme in Fashion ManagementAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • de-DE
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Output format
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