Simone Marchetti – MA Design Management
Exploring Retail, Customers and Technology in the current fashion world – read more on Simone’s profile.
Retail technology is constantly moving towards new frontiers.
The dissertation aims to analyze which is the current situation in fashion retail, considering customers and retailers perceptions, and what are the technological developments in retail. The research considers how technology can affect and improve retail environment, creating a model that comprehends both tangible and intangible areas, for setting future retail strategies.
The findings have underlined how technology is the core driver of our age, and how it has to be used in fashion retail, acting more on the tangible area, due to the economical today’s situation, and the goal-oriented approach demonstrated by customers and fashion companies. The final model considers technology as the tool that has to act in the logistics and shopping processes for creating the experience for the customer and for diversifying and generating a competitive advantage for the retailer.