Consumer Shopping: Online Cloths Shopping versus Cloths Stores in UK

This dissertation investigates UK consumer shopping orientation towards online versus in-store cloths shopping. It uses a mixed-methods approach, surveying 800 UK citizens and interviewing 75 fashion industry companies, to determine how consumers shop for clothing, the factors that motivate their shopping orientation, and how companies are adapting to changing market dynamics. The study reveals that 56% of respondents prefer in-store shopping, while 44% prefer online shopping. The interviews with managers from various clothing businesses highlight different operational strategies, including managing supply chains, leveraging technology for online platforms, and understanding evolving customer preferences. The findings provide valuable insights into the current state of the UK cloths retail market and strategies for businesses to succeed.

Manager 1
1. Well as you know a large part of business operations is to evaluate the competition as
well as the target markets, thus our operations is a comprehensive plan that covers all
aspects of the business. We have been in the business from the past 80 years and we sell
all type of clothing ranging from formal, casuals, party wear, shoes, bags, accessories and
others. Among all these we are well known for our jeans.
2. This century is internet freaky one so not having an online store is bad for business, so we
do have instore and online platforms as well. To cope up with this digital world every
store must have online platform, where they can interact with their consumers directly.
3. Fashion always keeps on changing which affects consumer’s tastes and preferences.
Latest trends are always in more demand. Their buying pattern is also changing giving
more preference to new trends.
4. Ofcorse the industry is booming due to this as consumers have more choices and also
willingness to buy. Their buying pattern has also changed which further increases the
demand in the industry.
5. a) We keep updating ourselves with the latest trends. Mainly our concern is with our
online platform which is updated every week with latest trends and fashion. Moreover
our site does contain models wearing top cloths, thus giving the customer look and feel
about the cloth. Our instore are mainly taken care of by mannequins who are well dressed
with the best and perfect outlook.
b) Fashion Shows are the best way to attract consumers and get one’s known by the
industry as well as by the customers.Thus becoming a trend setter rather than a trend
follower.

6. If you look closely fashion always repeats itself, it’s a cyclic process.
Manager 2
1. We have become a well-known brand in just 5 years of our operation which was only
possible due to our flexible ways to our business operations as we can deliver a designed
product in on shop floors in around two weeks. Starting from material gathering, to store
professionals, to tailors, and to our shop floor is well manged and sequentially done so
that our customers do not have to wait long to wear their desired clothing. We are mainly
into designer clothing so our precision and operations are accurate.
2. As we believe in one to one interactions with our customers so that we understand their
need and requirements better and make their dreams come true, so we mainly go with
instore, but we defiantly provide an online site to give a preview of our work.
3. For us every customer has a different taste and preference, so yes it changes with every
customer, but yes trend keeps on changing thus changes the demand. Customers take a lot
of time to decide the best outfit for them, thus the demand of not only clothing but also
professionals for guidance have also increased.
4. Customer now a day have become more conscious and demanding with respect to what
they wear and how they look, they want to look their best. Not only clothing what
customers want, they want the complete set of clothing which goes with their skin tone,
their body type etc, thus the increase in demand has given a boom to the industry thus
making them fast growing. The industry is truly reaching its heights due to present
fashion and trends.

5. a) We make sure our shop floor is fully equipped with professionals and no customer is
unanswered or unattained. Our service is our strong point and every customer is given a
feeling of importance and diligence. Understanding their need and requirements is done
by our professionals thus providing them with the best choices. We make sure not to
bother our customers with extra choices or making them confused about the colours.
b) A company should understand its customer’s needs and requirements and provide
according to them and not to bother a customer with different styles, colours,
requirements etc. A customer’s sound and peaceful mind will help the company gain
attention and better name.
6. To move forward a better understanding of competition in the market, that to understands
who our main competitor is. For example a designer shop’s competitor is another
designer shop not a clothing shop selling all type of cloths. The market where you are
selling is also important as it gives an insight about the customer’s choices and
preferences.
Manager 3
1. As our name suggests our focus is to provide western wear apparel and accessories, and
position ourselves as the top retail store servicing this particular market. Running a
globally renounced brand with smooth operations and keeping customers happy is not
possible without sequential and error free work by all our suppliers, employees and
management. Our delivery system from getting materials from suppliers to our inventory
till the store self is all managed by satellite system. All our delivery vehicles are
incorporated with gps with updating traffic system. We make sure each and every thing
reached its desired destinations.

2. Yes we do operate in both online and instore platform. Technology is changing with
everyday so we need to keep ourselves updated to the recent and latest technology.
Present generation customers are changing their way of shopping. They like shop online
and get their cloth delivered at their home. Only few are willing to come to the store and
buy their cloths.
3. Customers’ preferences and tastes are changing with respect to past times. They are
willing to spend more with less time consumption. They are more conscious about saving
time than money. They are more attracted to new arrivals and trends. They are also
getting attracted to celebrities clothing and their style. Fans do want to look like their
idol, dress like them and all.
4. Obviously the industry is booming due to this. Today’s generation is spending more to
get the best they can. Their main attraction is to get their hands on the most exclusive. In
accordance with the sales growth, the affordable-luxury and value sectors have crossed
all other segments by more than one to one-and-a-half percentage points. Affordable
luxury means cloths those are required but also shows luxury in them.
5. a) We give preference to our online platform than our instore. Our online site is well
maintained by professional web designers, so as to attract by look and feel. Our mobile
version is also well maintained and freed from any bugs for easy and trouble free
operations and smooth page landings. Our website as well the mobile version is easily
accessible and operation friendly. Our prime customers are daily updated with the latest
trends and hot styles. Frequent sales and offers of top trendy cloths are also done. Our
delivery is also very accurate and delivery on time without any failed cases. We also have
a well-defined return policy, so that our customers do not feel of being cheated or loss.

b) Arranging an online fashion with a contest for the show’s topper dress, can be done so
as to make customer visit your page more and do shopping.
6. Giving a better online buying experience by virtually giving your customer an idea about
their looks on wearing a specific cloth. A Platform where they can virtually give trial of
their choice of cloths.
Manager 4
1. Our operational plan a well-defined supply chain like suppliers, facilities, personnel or
staffs, equipment, shipping, and inventory. A well combination and disciplined above
participants have placed as where we are today. We have obtained 80% market share and
thus have become a central hub of shopping activity for the local population. Suppliers
are those who provide us with required materials. Facilities are the places where we
work. Personnel are the employees or staffs who do the day to day work in a store.
Equipment’s are the tools and technology those are required in the better processing of
the company. Shipping take cares of the delivery system. Inventories are the places to
keep the goods on hold or to store goods. And last but not the least is the customer
support to take care of each and every enquiries and difficulties or problems of
customers. Thus a well defined operation team with well defined tasks is the reason for
our success in such a short time as an online retail store.
2. Our operations are only concerned with online platform. We do not hold any instore.
Technology is what is required by every person. Everything is becoming digital with the
passing time. Even customers prefer to shop online rather than wasting time in going to
the store, where again extra time is consumed while standing in lines outside the trial

rooms, which is actually exhausting and tiring. Thus to solve all these problems customer
prefer online shopping sitting at the comfort of their home.
3. As the world is becoming digital the connection between places are being reduced to very
low. It is very easy to transfer information across the globe. People are also getting
connected and their tastes and preferences are also getting mixed up with others giving
rise to new tastes and preferences. Thus further leading to change in tastes and
preferences. Our choice of clothing, style of clothing, taste and choices of colour and
style all are getting changed with the connecting world. Customers now require new style
now and then just to look different and cool from the crowd. Not only clothing but also
accessories are also in demand.
4. 2016 was one of the worst year in clothing industry where there was a decline in sales
growth which seems to decreased to a mere 2 or, at most, 3 percent by the close of 2016,
with stagnating profit margins. But 2017 came with the organic growth by deeping
relations with the existing clients. Digital networking and innovation played a huge role
by increasing supply chain efficiency, decreasing procurement costs, and increasing the
sourcing opportunities. Clothing industry has always been growing and contributes a lot
to the economy of a country. It is one of the best economy success stories. Still 2016 was
one of the toughest years for the industry due to many terrorists’ activities all over the
globe, especially the attack in France, other factors are the Brexit vote in the United
Kingdome, and the volatility of the Chinese stock market which shocked to the global
economy. During this time the customers become more demanding with unpredictable
purchasing power.

5. a) Digital technology is the answer to solve these changes. We have made a well
operating web portal for our customers which is easy to operate and smooth running. The
designing is the main part of a web portal because it is the first thing a customer see about
our store, if it’s not use friendly the customer might not want to stay for long on the site,
so the designing is done by well trained professional so that no error is being faced while
operating the web page. The main attraction will be the mobile version with smooth and
friendly operations. The models on the site posing with the cloths have a complete 360
view for bringing the customers to the reality and have better understanding of the design
and fitting of the clothing. 24X7 customer services is the star attraction of our site with
chat, call as well as video chats with the customers. We have also given our customers
the facility of 5 days delivery to the door step and on time trail and free return if not
liked.
b) A friendly site with all the time customer service and on time delivery are the best
facilities a company can provide to help them in the competitive market.
6. A better understanding of the completion and the market will help in the forward moving
of a company in clothing sector. This understanding will attract customers and helps in
increase of the business.
Manager 5
1. We are well known among top class tailor shop in business for more than 100 years. We
are known for our fine quality product and stitching of suits. Each suit is handmade and
customized especially for the consumer. We do give our best in making the finest and
exclusiveness.

2. We only have instore no online platform. Our customer knows us by our work and we
serve generations.
3. Tastes and preferences do changes with time, changing the market time to time. With
every generation there is a bit change with the style of preferences.
4. Yes the industry is growing with the growing world.
5. a) We keep ourselves updated with the market trend and our professionals are fast
learners to full fill the desire and requirements of our masters. Our professionals come
from the world’s best tailor schools. Our service is one of the best in class. Even the
choice and making of fabric is done by professionals own hands.
b) Best service, quality and class is what is required by a company to overcome these
changes.
6. Always keep on innovating is the best way to move forward for a company on the
clothing sector.
Manager 6
1. Well our company has been functional in the business for over 15 years and currently
have a brand for itself. We have extended our product line with the advent of time and
therefore accordingly are looking to increase our sales and customer base. In the current
time period we are offering online and offline sales to our customers as with the advent of
time customers are looking to save time while going for shopping. The online sale is
currently a bit limited because of the fact that this business line is relatively new and
therefore the customers are not properly aware about the products and the services that

are offered by us. Our company has a rich history as we have been delivering quality
goods to our customers from a very long time and have been satisfying our customers. we
have a huge business as currently we have over 15 stores all over UK and have been
making significant amount of profit that is satisfactory for the operations of the business.
2. In the past we have been operating only through instore and have been providing our
products to the customers through the stores where the customers visited the shop in
order to purchase a product. However, for the past one year we are offering online sales
as well in order to increase our level of sales and compete in the market. Though, we
have observed that our extent of sales is higher through instore rather than the online
sales.
3. The clothing industry is totally dependent on the shift of the market and the changes in
the taste and preferences of the consumers. We have observed that with the advent of
time there has been changes in the preferences of the clothing among the customers and
therefore while thinking about selling our clothes, we assess the market in an extensive
manner so that we are able to provide the correct and the demanded products by the
customers. The shift in the market dynamics and the tastes and preference of the
customers has extensive impact on the market of clothing and its sales.
4. This is a tricky question as the answers may vary but in my opinion I feel that changes in
the tastes and preferences of the customers and the shift in the market dynamics are able
to develop the clothing industry as a whole because of the fact that there would be
development of the new and variety of products which would enhance the industry and
accordingly the business would develop in an extensive manner.

5. Our company is always ready for these changes and therefore the always assesses the
market from time to time and undertakes surveys with the help of the customers who are
shopping in the market in order to understand the trend that is existent currently and what
the customers desire in order to manufacture those kinds of products and accordingly
satisfy them.
I feel that companies need to be flexible and adaptable and therefore would look to
implement the changes that are required in the company and after that assess the market
from and the incorporated changes from time to time in order to discover the faults that
may be present and accordingly take measures so that plans and strategies will be in line
with the changes that are taking place.
6. I feel there are several ways in which the clothing industry can develop and move
forward but in my sense the best way to move forward is by staying in line with the
changing economy and accordingly take measures in order to bring the necessary
changes. The clothing industry needs to incorporate new and improved technologies with
the help of which better quality and increased level of product line so that they are able to
satisfy the market. The clothing industry needs to develop research and development
team where new line of products and techniques can be discovered and incorporated.
Manager 7
1. As you are aware we are a new company in the clothing business as this is our third year
that we functioning in the market and therefore have not been able to capture the market
in an effective manner till now. Our business has been functioning moderately and
therefore the operational level of has been low and the level of profit has not been
significantly well. The revenue of the business is low with respect to our competitors and

being a new business there is nothing as such that can be discussed with regards to the
history of the company. The size of our company is small as well as we a are a new
business in the market and in the economy.
2. We are a new business in the economy and from our initiation, we have been focusing on
capturing the online market and therefore our business has been online and has been
making business with the help of online sales and transactions with the help of which we
are able to continue with our business. We only have offices in Manchester and
Liverpool, which handles all the operational functions and the online activities that are
taking place for the business.
3. I feel that shift in the market and the changes in the tastes and preferences is a good sign
for our business as it assists us in developing our business and bring in several lines of
products that would be appreciated by the customers.
4. I feel that these changes are positive in nature and therefore would lead to the
development of the business.
5. Our business being new will be looking to create contingency plans with the help of
which we would be able to satisfy the customers and respond to the changes that are
taking place in the market.
Our company in such circumstances will adapt to these changes and incorporate
strategies and plans that would be helpful in enhancing the business line.
6. The way forward in the clothing industry associates with the development of the business
with the help of quality products and services and offering new kinds of clothes to the
customers at a reasonable price.

Manager 8
1. We have a business that is operational for around 10 years and with the help of our
unique products have a separate place in the market. This is the only thing I can share as
we are not allowed to share additional details about our company. I can just say that the
revenue of the business has been high because of increased level of sales.
2. In the current time period we are operating through the offline and the online store but
our dependency has been the offline store as face to face service to our customers have
been out USP.
3. I am not eagerly certain that shift in the market and the changes in the tastes and
preferences can have any impact in the preference of clothing as clothing is a necessity
for human beings.
4. I am not quite certain but in general I feel that this would lead to the development of the
market on an overall basis.
5. I feel our company being an established one may not undertake key changes but would
just make minor changes in order to align with the changing market.
This is totally dependent on the company and therefore for our company will assess the
positive and the negative aspects of these changes and in that manner make plans that
will improve their line of business.
6. The way forward for the clothing company is developing new products and improving
the quality of their products.