Fashion consumers’ channel-hopping profiles by psychographics and demographics

Omni-channel retailing has created different shopping paradigms, such as channel hopping, to meet diverse consumer expectations through various channels.

Corresponding author:

Sojin Jung, Department of Clothing and Textiles, College of Human Ecology, Kyung Hee University, 26, Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea.

Email: sjjung@khu.ac.kr

Introduction

In response to the rapidly growing phenomenon of omni-channel retailing, numerous fashion brands have attempted to innovate their retail spaces by utilizing individual shopper data to customize their mobile and online shopping experience, providing flexible delivery options, as well as novel in-store experiences. Consumers tend to view fashion-related shopping as one of the prime leisure activities they get to experience during their overall shopping journey (Passport, 2016c). In early 2008, the Net-A-Porter Group teamed...

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