Coventry University: Literature Review on E-commerce in Fashion

This report presents a literature review on the value of e-commerce in the fashion industry, exploring current trends and customer preferences. The review incorporates information gathered from various sources, including books, journal articles, fashion business news, databases (like Mintel), newspapers (such as the Financial Times), fashion industry reports (such as McKinsey), company reports, and government websites. The main objective is to identify the latest trends and analyze how fashion companies are adapting to meet customer needs and preferences. Sub-headings cover market trends, customer preferences, the impact of changing tastes, and the influence of e-commerce. The review also addresses key terms like 'Haute couture' and 'Ensemble,' while acknowledging limitations in accessing certain data, particularly customer data. The report discusses the structure of the literature review, emphasizing the hierarchical organization and interlinked nature of the content to enhance reader understanding. The report also considers arguments about the impact of fashion trends on employee productivity. The review also considers the availability of resources for writing literature reviews.

The value of e-
commerce today in
fashion

Where have you gathered the information from in your literature review? You need to
understand you topic in as much depth as possible, therefore having a wide range of reliable
sources will help you to build this.
Books Dickerson, K.G., 2004. Inside the
fashion business. Pearson
Education India.
Journal articles Mir-Bernal, P., Guercini, S. and
Sádaba, T., 2018. The role of e-
commerce in the
internationalization of luxury
fashion multi-brand retailers.
Journal of Global Fashion
Marketing, 9(1), pp.59-72.
Fashion business news (Drapers, Business of Fashion) It is identified in Vogue of UK
that fashion get raise day by day.
Now many people use fashion as
their profession.
Data bases (such as Mintel) The data collected by market
research company i.e. Mintel find
out the latest trends in the fashion
industry.
Newspapers (such as Financial Times) Data is identified in the
newspapers of UK i.e. Financial
times that have a latest news on
fashion industry.
Fashion industry reports (such as Mckinsey) After pandemic situations The
State of Fashion 2021 report
shows that it gave a great impact
on fashion economy which needs
to be nurture so that they again
grow their market.
Company reports (such as the brands sustainability According to the sustainability

report) report of Mckinsey, it is
identified that they are taking
steps to reduce carbon emission
as they are using renewable
resources that is listed in Global
Energy Perspective 2021.
Government websites (such as UK office for national
statistics)
https://www.ons.gov.uk/
businessindustryandtrade/
business/activitysizeandlocation/
adhocs/
12391fashionandtextileindustry
Which libraries have you visited?
Coventry University London Yes
The British Library Yes
City Business Library No
Any of the libraries that are part of the SCONUL system
– please see our library team for more information about
this.
Which objective(s) is the focus of your literature review?
The main objective of this literature review is on the basis of the value of e-commerce today
in fashion i.e. to find out the latest trends in fashion industry. It is very important for fashion
companies that they should take necessary in order to run their business with current trends.
They are looking forward to analyse the market that what all fashion companies are doing for
satisfying the needs and wants of customers. They are focusing on identification of tastes and
preferences of customers.
What are the sub-headings you are using to focus each part of the literature review?
Sub headings that are used in literature review of fashion industry are :
 Identification of latest market trends in fashion industry.
 Analysing the tastes and preferences of customers.
 Impact of continuous change in tastes and preferences of customers.
 Determining the impact of e-commerce on fashion industry.
Do you have an introduction and conclusion?

For the purpose of literature review, no need of introduction and conclusion in this section.
Do you need to define any key words for your reader to help them understand the
topic?
There are some key words that used in this literature review such as Haute couture that refers
to exclusive designer creations. Another key word is Ensemble that is referred to outfit that is
completing by jewellery and accessories.
What feedback have you received from previous modules to help you develop the
literature review further?
With the help of previous module it is found that they focus on value of e-commerce in
fashion industry. It is identifying that day to day digitalisation is increasing at a fast speed so
fashion industry need to use this method in order to promote their clothes and fashion. It
helps to maximize the range of customers with the use of e-commerce.
What are your lines of argument in the literature review? Have you been critical of the
literature? Have you presented the positives and negatives of your topic(s)?
In literature review on important argument that analyse is continuous change in demand of
fashion decline the productivity of employees because day to day change create resentment in
fashion creator. It is very important for to resolve this issue because it gives positive as well
as negative impact.
Is there any information that you are not able to access? Or is limited?

Yes, there are many information that are found to difficult in collecting them such as data
from customers.
How are you planning to structure the literature review? What is the most logical way
to structure it for the reader? What order should your sub-headings go in? Have a read
of some books on literature reviews to understand different ways of structuring it.
Literature review should be in hierarchy that means they are interlinked with each other so
that person who read them they can bale to understand the purpose. For creating a structure it
used some books.
When can you attend a SPOTLIGHT class to help you find information, reference
information and write your literature review? The classes are there to support you,
even if you think you know how to do something it’s always good to have a recap as
there is always something new to learn and improve on.
It is very important as it assist in reviewing all steps that are taken in order to understand the
purpose.
Which books have you read on how to write a literature review? Most of the research
methods books, or how to write your dissertation books, or the core text book for this
module have chapters on how to write a literature review. Use the resources around you
to learn how to write the literature review. Refer back to the 358LON module too. Use
the library, do not google ‘how to write a literature review’!

There are many books that referred for understanding the literature review such as Doing a
Literature Review in Health and Social Care by Helen Aveyard.