I NTRODUCT I ON
i n t r o d u c t i o n
are merging and working together in favour of each other, as
This dissertation is an investigation into the development of
omnichannel retailing within the fashion industry, also taking into opposed to against one another. Also contributing to the way
the retail sector is changing, is the emerging consumer. It has
consideration the future consumer. The study specifically examines
how retailers are using this system to enhance their business been revealed that by 2020 Generation Z will be the largest
and connect with customers, to create a seamless experience. group of consumers worldwide (Fitch, 2015). However, another
A recurring trend in literature has contributed to the motivations consumer generation that will be making an impact, will be the
of the proposed research question. Existing literature has Baby Boomers, whose demographic wealth continues to grow
demonstrated that the retail landscape is constantly evolving,
in the UK as they account for 75% of the UK’s wealth (Bell,
for emerging consumers and their shopping behaviour. The UK
2015). Analysing consumer habits is important and businesses
has seen a number of notable changes in consumer behaviour
should take them into consideration, as shopping in an omni
over recent years, which has been triggered by both the
way has been influenced by the way consumers are evolving.
recession and technological advances (Kasriel-Alexander,
As
a
relatively
new
concept
investigating
topics
2014). Recently retailers have had multiple channels which surrounding omnichannel retail is a significant subject to
analyse, to inform businesses and retailers in order for
they operate through, yet few have yet to merge them in a
seamless approach (More and Guillot, 2015) Furthermore, it is them to meet consumer needs and combat frustrations.
apparent that the line between bricks and mortar and online
2