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This paper aims to investigate how apparel product presentation influences consumer decision-making and whether there are any differences between age groups.

A mixed methodology was used including eye-tracking and qualitative in-depth interviews, with a purposive sample of 50 participants between age 20 and 70.

A higher number of product presentation features resulted in increased positive visual, cognitive and affective responses as consumers wanted as much visual information as possible to aid decision-making. Images of models attracted the most attention and were the most influential product presentation feature, followed by mannequin images and the zoom function. The 20 s spent much less time viewing and interacting with the product presentation features than middle age groups (30 s-50 s), had minimal fixations on mannequin images and had a much quicker decision-making process than other age groups.

The research informs retailers which product presentation features are the most effective for their target market to aid consumer decision-making with the aim of reducing returns.

The paper contributes to the literature by providing more in-depth insights than previous studies into the impact of online product presentation on consumer decision-making by using qualitative research and eye-tracking. The research also explores more product presentation features than previous research and investigates the presentation of apparel products, which are notoriously the most difficult products for consumers to assess online. The research is unique in its exploration of age differences in relation to product presentation features.

Body shape is a critical variable influencing consumers' garment choices (Zakaria, 2017), yet research investigating how UK females with varying body shapes evaluate and experience fit is limited. Moreover, while digital methods exist to classify female body shapes, application in a commercial setting is limited. To fill this gap within the literature, this study aims to understand the influence of body shape variation on garment fit evaluations of 30 UK females aged 18–34 years.

This study conducts a physical garment try-on session whereby 30 UK females aged 18–34 years were body-scanned and categorised into a body shape, using the Female Figure Identification Technique method. Participants verbalised their fit experiences during a physical try-on session through semi-structured interviews to gain a deeper understanding of individuals' fit appraisals.

The findings demonstrate that UK females who share the same body shape classification experience the same issues when appraising dress fit, challenging Makhanya and Mabuza (2020) who found that body shape does not influence apparel fit satisfaction. The results shed light on the importance of body shape during the fit appraisal process.

Despite the contribution, future research to improve the limitations should be addressed. First, although it was necessary to investigate a UK demographic to address research gaps, the finding of this study cannot be generalised to the entire UK female population nor to other areas of the world. Hence, future research should overcome this limitation by extending this study further to other countries, cultures and ethnicities.

The findings of the present study shed light on the role of body shape in determining satisfactory clothing fit and how females' fit experiences will differ depending on their body shape classification. Thus, fashion retailers should use this insight to better inform their promotional strategies, not only making them more inclusive but also to help assist this particular consumer segment with their clothing decisions based on their body shape.

The present study provides an in-depth understanding of how females with the same body shape experience garment fit, contributing novel findings to the literature through a mixed-method inquiry previously lacking in this area, with a UK demographic which has not previously been explored.

The purpose of this paper is to identify attention, cognitive and affective responses towards a fashion retailer's website and the behavioural outcomes when shopping online.

52 eye-tracking tests and 52 qualitative semi-structured interviews were conducted.

Consumer attention and behaviour differ across web pages throughout the shopping journey depending on its content, function and consumers' goal. Top-down attention is more dominant than bottom-up attention when consumers are shopping online for fashion items. The product listings page was the most frequented and had the most time spent on it. Consumers enjoy browsing for products and adding them to their basket to evaluate them together later. Customisation and personalisation features are the most valued due to their ability to make the experience more convenient and enjoyable.

This article contributes novel findings that the content and design of the website affects attention in different ways. It demonstrates that research cannot simplify viewing patterns for fashion shopping online. The study extends the SOR framework, showing that top-down attention, when provided with personalisation and customisation features, results in approach behaviour. A lack of personalisation or customisation features results in avoidance behaviour. The complex nature of consumer attention and behaviour during their holistic shopping journey advocates the need for eye-tracking research to be conducted on a live website for ecological validity, providing a methodological contribution which can be used for future research.

The purpose of this paper is to provide a greater understanding of why and how different ages use shopping channels, analysing preferences and motivations for use.

Qualitative in-depth interviews were conducted with a sample of 50 female participants, aged 20-70. All were customers of a fashion retailer that has ecommerce and mcommerce platforms, stores and catalogues, in order to gain a better understanding of loyal consumers’ multi-channel behaviour.

Multi-channel shopping behaviour increased with age; the 20s did not engage in multi-channel shopping behaviour but viewed each channel as a separate entity. Mcommerce is the preferred shopping channel for the 20s, but its popularity and motivations to use decreases with age. Ecommerce is the most popular shopping channel due to convenience, selection, adventure/exploration and idea shopping. The physical store was the preferred channel for the 60+, who shopped there for convenience and enjoyment. Catalogues were seen as out-dated and no longer considered a transactional channel.

There are no previous studies that have investigated channel preferences and motivations across a 50-year age span using loyal customers. The majority of previous studies looking at multi-channel shopping behaviour are quantitative and so this qualitative enquiry provides a richer insight into reasons for consumer preferences and motivations. The study contributes novel findings to the literature as it shows that multi-channel shopping behaviour increases with age, and younger consumers (20s) are not partaking in it at all.

This paper synthesises peer-reviewed published journal articles on augmented reality in retail settings to ascertain the current foci of academic research in this nascent area and develop a conceptual framework to form the basis for a future research agenda.

Thematic analysis was conducted on a sample of 76 papers published between 1997 and 2020 identified through a systematic search of high quality peer-reviewed papers.

Three major research avenues and theoretical bases emerged: AR adoption-based factors with technology acceptance models, AR user experience design and features that influence consumer behaviour, and AR shopping experience and value theory. The resultant S-O-R-based conceptual framework highlights the functional and experiential elements needed for an effective consumer AR experience, which could be implemented by retailers seeking to engage consumers with an augmented shopping experience and make AR applications financially viable.

This is the first systematic literature review on AR in retail settings to include multiple disciplinary perspectives (HCI and marketing/management) and research methodologies.

The purpose of this paper is to identify if and how the see-now-buy-now model impacts the traditional buying, merchandising and supply chain processes (BMSCP) of multi-brand fashion retailers (MBFR) and whether they need to be adapted in order to facilitate this development.

This exploratory study includes three industry case studies, triangulated with external observers. A total of 11 semi-structured interviews were conducted within Germany and the UK.

Findings demonstrate that in order to adopt the see-now-buy-now model there is a need for process-shortening, as well as better process and network alignment between MBFR and brands through agility, supplier–relationship management and vertical integration in order to stay competitive against time-based competition. Whilst most steps of the traditional BMSCP are still applicable under the see-now-buy-now model, they must be re-engineered and shortened, with the steps being rolling rather than linear, with buyers and merchandisers operating in a more hybrid role.

This paper addresses the lack of research on the see-now-buy-now model as well as on the BMSCP of MBFR and the implications that see-now-buy-now could have on those processes. A modified buying, merchandising and supply chain framework adapted to incorporate see-now-buy-now is created which will be useful for academics and practitioners.

In England selection and guidance are based on one or a combination of the following methods: interviewing, assessment over a period, written examinations and objective grading tests.