Merchandising/Marketing/Retailing: Management

Retail Technologies Leading Resurgence for Small Independent Fashion Retailers: A Thematic Analysis Related to the TOE Framework

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Abstract

New technologies fascinate our imaginations and seem very promising for both fashion retailers and their customers. However, these types of new technologies are available for fashion retailers in the main markets, but not distributed well to the marginal markets. The purpose of this study is to understand small independent fashion retailers’ thoughts on currently available technologies, as well as opportunities and challenges of these retailers to adopt new technologies. This study used a qualitative research method of one-on-one, in-depth interviews with 11 fashion industry professionals. By using the thematic analysis, five major themes emerged including 1) Transparency and Consistency, 2) Integration of Technology, 3) Maximizing Personalization Experiences, 4)Connectedness to Social Platforms, and 5) Obscure Cost Fright. As described on the TOE framework, small independent fashion retailers are more likely to determine their adoption to the new technology based on external task environments and the technology’s compatibility.

Keywords: retail technology, qualitative, challenges and opportunities, thematic analysis, TOE framework, fashion retailers

How to Cite:

Chang, H. J., Bruess, F., Chong, J. & Foysal, K., (2020) “Retail Technologies Leading Resurgence for Small Independent Fashion Retailers: A Thematic Analysis Related to the TOE Framework”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.12146