Introducing an e-marketplace and phygital store to the Swiss market : the key success factors for the fashion industry in Switzerland

Mustajbasic, Andrea ; Bélanger, Josée (Dir.)

Mémoire de bachelor : Haute école de gestion de Genève, 2018 ; TDEE 371.

The development of technology and expansion of easy internet-access has impacted customers’ lifestyles and purchasing behavior. The fast-changing digital environment has disrupted the customer journey and thus created new business models in retail. Yet neither online shopping nor offline stores are meeting customers’ needs nowadays. This paper initiates the study by defining the two key terms... Plus

Ajouter à la liste personnelle
    Summary
    The development of technology and expansion of easy internet-access has impacted customers’ lifestyles and purchasing behavior. The fast-changing digital environment has disrupted the customer journey and thus created new business models in retail. Yet neither online shopping nor offline stores are meeting customers’ needs nowadays. This paper initiates the study by defining the two key terms essential to the understanding of the new concept to be introduced: e-marketplace and phygital store. Then, the retail and apparel industries, as well as competitive landscape and best practices in the industry, are analyzed with the purpose of gaining a deeper understanding of the status quo. Based on the information collected in the first part of the study dedicated to the analysis, the second part focuses on the introduction of the new concept that aims to meet the customers’ needs in terms of apparel-shopping. First, the analysis of the global consumer trends completed by an on-field research draw the customers’ purchasing journey in the apparel-retail industry in Switzerland today. The gains and pain points underlined in the aforementioned customer journey allow for a clear insight into the shoppers’ needs and desires. This step provides a knowledge-base necessary to defining the differentiation points and positioning of the new concept. Then, the key success factors are underlined and reasoned, before highlighting the revenue, cost, and uniqueness drivers of such a concept.