The Future of Brick-and-Mortar Fashion Retail

https://kent-islandora.s3.us-east-2.amazonaws.com/node/10353/10497-thumbnail.jpgThe 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. 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 what they wish to see change in the future. Findings of this research will inform initiatives related to technology, products and services that fashion retailers must consider to meet evolving customer needs. Overall, the results supported the literature and added to the 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