The overall purpose of this thesis was to investigate into the fast fashion industry mainly in Europe, particularly affordable retail brands. The specific objective was to evaluate the impact of e-commerce business on traditional bricks-and-mortar stores from both retailer and shopper perspectives.
The results of the survey revealed that there is always a balance between operating a physical store and an online channel due to the different market segments and consumer expectations. Despite the fact that, e-commerce business is now growing in the past decade, the bricks-and-mortar store still play an important role as a main location for selling, social interaction, pickup and return points for online orders.
1.0 Research aim and objectives
2.0.E-commerce retail strategies
2.1. Online shopping evolution along with the technologies
2.2. Mobile Media
2.3. Fashion and Online Marketing
2.3.1. Marketing Mix
2.3.2. Search Engine Optimization (SEO)
2.3.3. Online Advertising
2.3.4. Data Analytics
2.4. Social Media Marketing
2.5. Opportunity of E-commerce business
2.5.1. Swot analysis
2.5.2. E-commerce business in the digital transformation era
published by author Hien Cao