What is it about?

Shopping apps are effective when they operate in the way that people think, they put the content people want at the front, and they capitalise upon the customer's motivation to shop. Fashion retailers assume that customer's shopping motivations are the same around the world. Researchers have, however, focused on American and European audiences, ignoring China; the world's fastest-growing economy. With Western retailers having limited success in China, we must challenge the assumption of universal shopping motivations to discover the Chinese consumer's preferences and motivations. We address this problem.

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Why is it important?

This is the first study that challenges widely believed ideas about international fashion retail. For Western Fashion retailers to operate effectively within China, they need to design their shopping apps in a way that works with Chinese consumer's motivations. We prove that Chinese consumers have different motivations from Western Audiences, requiring unique redesign and rethinking of apps instead of simply translating Western interfaces into Chinese.

Perspectives

Writing this article was wonderful as the co-author, Lu Wenyu, was an ex-student of mine. Seeing her grow in academic skills and creative thinking to the point where we are equals and publishing in an internationally excellent journal is a pleasure! I am very proud of her and her achievements.

Dr Christopher J. Parker
Loughborough University

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This page is a summary of: What influences Chinese fashion retail? Shopping motivations, demographics and spending, Journal of Fashion Marketing and Management, May 2019, Emerald, DOI: 10.1108/jfmm-09-2017-0093.
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