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Literature Revew

Literature Revew

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Published by Ovais Mirza
Impact of digital Era on Fashion Industry
Impact of digital Era on Fashion Industry

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Published by: Ovais Mirza on Aug 20, 2014
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LITERATURE REVIEW Impact of digital Era on Fashion Industry:
There is a severe competition in the digital markets in terms of Fashion industry. The emergence of branding channels and new sales like M-commerce, social commerce, gaming and market  places have trampled traditional web shops. This is all due to the maturity and streaming of e-commerce. Multi channel Retailing and Sales have become the focus of sales and branding instead of technology centric perspective. (Rina & Torben, 2011). According to Vietnamese customers, website with needed and necessary information, clear demonstration of colors on website, strong assurance of quality by the supplier, guaranteed safety and truth worthiness regarding the use of products by sellers are the core five elements that are considered to be the powerful value adding factors in the apparel industry. Apparel customers also consider other different elements as value adding components but they vary across demographics and usage of internet by the people. Also E-commerce has changed the traditional way of doing business to more efficient and fast and new tool for conducting business. (Long, Nga & Ha, 2011). Global reporting initiative is found to be the useful framework by the sellers or retailers of online apparel selling for sustainability in the apparel industry. Global reporting initiative  basically deals with the aspects of social and environmental factors to achieve sustainability in the apparel industry. (Fulton, 2013) With the introduction of Information Technology, Supply chain management has changed its traditional focus to cost effective, agile, and prompt and real time information integrated through an integrated process to fulfill the expectations of customers in an efficient manner. Through
warehouse which has integrated information has made the system of supply chain an efficient  process for fast logistics management. Attitudes of consumers is increasingly shifting to online rather offline usage with the globalized era. The set up of business is changing and more focused to E-logistics and E-SCM, E-procurement and E-distribution. (Bhuyian, 2013). Firm efficiency in the fashion industry is affected by process and product innovation based on web technology. Web based product innovation affects the efficiency in a positive way and is monotonic. Whereas process innovation in term of web technology negatively affects the technology implementation at the first stage and then it positively affects when the implementation process gets more advanced. (González, Hurtado, & Chacón, 2014). E-commerce is a source of distinctive competence and competitive differentiation as it enhances the communication in supply chain and service offering. Because manufacturers do not like to compete on the basis of prices normally and find some powerful competitive advantage which gives them long term success and reputation with image. (Bruce, Margaret & Daly, 2010). With advancements in technology and rapid developments in networks, patterns of E-commerce have highly revolutionalized. This has especially proved for Apparel industry which is a first kind of fashion industry. Fashion industry has adopted and embraced the manifestations of E-commerce at the highest level. Apparel industry has realized the need of E-commerce in every aspect of its operations and exploring different patterns to inculcate it everywhere in its  procedures and working. (Quan-ming, Li, & Yi, 2011).
Use of Technological tools by Retailers for the Promotion of Products:
Suppliers are using internet as a low cost network for E-commerce business transactions. This helps them to get advantage from cost benefits and enhancement in productivity in online
 purchasing. Suppliers are playing critical role in enhancing technological innovation for online shopping. Suppliers are shifting towards online purchasing from traditional activities and are taking effective and competitive strategies. (Deeter 
Schmelz et al, 2001). Radio frequency distribution is a technology used by retailers in their businesses and supply chin to identify, track and trace information they need in supply chain. This helps in lower labor cost, increased supply chain efficiency and simple businesses processes. It also helps in increasing the inventory turnover; avoid stock outs and accuracy of inventory information. (Zhu, Xiaowei & Kurata, 2012).
Shift in Female buying behavior with the advent of E-Commerce & Effective strategies to tap Female market:
For Ecommerce women lack the motivation and the reason behind this is their perceived emotional benefits. The framework will explain why women are less satisfied with ecommerce with the experience of online shopping. Practicality and trust which are skepticism and convenience in other words are additional concepts in the framework. Dissatisfaction and satisfaction of women are predicted by these three attributes of trust, convenience and emotion. Gender has been the focus in this research and ideas for creating strong emotional bonds with online shoppers especially females. (Alder & Nancy, 1996). In case of women there is no effect of personal awareness of security. On the other hand,  perceived ease of purchasing highly affects the intentions of online purchase with attitudes in case of females and this influence is much stronger than males. This has also been revealed that attitudes and intentions of online purchase in females are equally affected by personal innovativeness and perceived usefulness. Personal innovativeness, perceived ease of purchasing,

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