Bridal Fashion in London: Consumer Behavior Towards Online vs High Street Shopping

Business Research Project

Table of Contents
Chapter 2: Literature review..........................................................................................................................4
2.0 Introduction..............................................................................................................................................4
2.1 Conceptual framework.............................................................................................................................4
2.2 Online Bridal Shopping...........................................................................................................................4
2.3 High Street Bridal Shopping....................................................................................................................6
2.4 Comparison of High street and online Bridal shopping...........................................................................7
2.5 Current consumer buying behaviors towards high street shopping in London and around the world....8
2.6 Factors influencing buyer behavior towards the online bridal shopping in London and around the
world..............................................................................................................................................................9
2.7 Behaviour of woman customers towards bridal shopping.....................................................................10
2.8 Behavior of men customers towards bridal shopping............................................................................12
2.9 Discuss current and future trends of the Bridal fashion in market (Support with statistical data)........13
2.10 Opportunities related to the emerging bridal fashion trends in the developed and developing market
......................................................................................................................................................................16
2.11 Challenges related to the emerging bridal fashion trends in the developed and developing market...16
2.12 Gap in literature review.......................................................................................................................17
2.13 Summary..............................................................................................................................................18
Reference list...............................................................................................................................................19

RESEARCH TOPIC
BRIDAL FASHION LONDON, CONSUMER BEHAVIOUR REGARDING ONLINE VS HIGH
STREET SHOPPING

Chapter 2: Literature review
2.0 Introduction
Bridal fashion is becoming a current trend in all countries. With the emergence of so many brands in the
market, now this it is becoming a fashion statement as well. Bridal fashion is all about a fashion trend
people are following. With the emergence of online shopping, now high street shopping is facing a great
hard task to survive. It is applicable for bridal dresses as well as accessories and everything related to
bridal. In London, majority people belong from Christian group, their wedding ceremony is performed in
church, and bride’s attire is always a long white gown. Analyzing customers’ preferences is not a new
thing. According to Philip kotler, who has published a lot of research on customers’ choices and behavior
has described many theories regarding this topic. With so many choices, so many ways to do shopping,
the competition between online and high street fashion is evident.
In this entire work, bridal fashion of London, factors that influence customers, consumers’ behavior
regarding online and high street shopping will be discussed in a proper way with the use of statistical data
as well.
2.1 Conceptual framework
Figure 1: Conceptual framework

(Source: Created by the learner)
2.2 Online Bridal Shopping
Bridal shopping is defined as an activity that both men as well as women perform when they shop for the
outfits and other accessories such as jewellery and footwear. In the views of Brown, (2017) online
shopping is now becoming very popular among the people in London as well around the world. It is a
platform that provides quality services and at a reasonable cost to its customers seeking beautiful bridal
outfits and accessories in along with proper convenience in London. There are different electronic
commercial websites that provide attractive bridal outfits of a wide range to its customers in London and
countries in the world. The merits and demerits of the online bridal shopping in London are as follows:
Merits
Convenience
Provision of convenience is one of the most significant advantages of the online bridal shopping in
London. Men as well as women can avail the bridal products and services without running through store
after store. By the help of online shopping the brides in London can purchase bridal products and services
any time since the online shopping sites provide 24x7 services to its customers.
Relevant information
Consumers can get relevant information in relation to the products and services purchased by them over
online commercial sites in London. The online shopping sites provide all possible information regarding
the quality, quantity and price of the products in order to protect the interests of the customers.
Products’ variety
Shopping over the online commercial sites for bridal fashion in London provides facility to the customers
to avail the broad variety of excellent quality bridal products in London. It provides increased satisfaction
to the customers purchasing the bridal fashion products in London.
Price
Reasonable monetary consideration is the most essential merit of the online bridal shopping. Online bridal
shopping sites provides attractive discount offer to the customers whether it is bride or groom. Provision
of discounts offers easily attracts the customers towards its bridal products and services. The online

commercial sites provide goods at an affordable cost since it does not involve any middlemen in
distribution of its goods to the final consumers.
Demerits
Lack of products examination
One of the various significant demerits of online shopping is customers’ inability to touch and examine
the quality of the products. Bridal fashion products play an important role in the life of brides as well as
the grooms hence it is very necessary to examine the products. Lack of examination of the products, being
a demerit of online bridal shopping can have an adverse effect on the customers.
Time consuming
As per the views of Turban et al., (2015) online commercial websites consume a lot of time in delivering
the bridal products and services in London to the customers. Additionally, in the peak season it takes time
of around one to two weeks to deliver bridal outfits and accessories to the customers.
Lack of confidentiality
Consumers are required to provide their email-Id, mobile number and other contact information for
placing order for the products and deliverer of the products at doorstep. This personal information can be
misused, which can affect the customers negatively.
2.3 High Street Bridal Shopping
High street bridal shopping stores is continued as one of the popular mediums of shopping. Though the
online shopping websites are gaining a large customers base through its innovative selling techniques,
shopping through high streets stores in London are still in demand. As stated by the Jackson, (2018) it is
very safe mode of shopping for bridal products in London. Many high street sores provide a wide variety
of products to the customers in London to increase the satisfaction of the customers by providing them
excellent quality products and at a reasonable rate. Several popular stores in London such as “Shanna
Melville”, “Fairy Tale London” and many more high street boutique that provide attractive bridal outfits
and accessories to its customers at reasonable rate.
Merits
Broad range