I NTRODUCT I ON
a i m
&
o b j e c t i v e s
AIM
To investigate the current fashion retail environment of both in store and online, and to evaluate how omnichannel is merging
the two concepts together. Exploring how consumers are adapting to this shopping behaviour.
Objectives
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Understanding the current state of the retail environment in the UK and to explore the term ‘omnichannel’.
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Identifying the key developments and advances within omnichannel in the retail sector.
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Evaluating case studies of businesses who are succeeding in the omnichannel field and observing how businesses are
using it to enter new markets.
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Analysing the emerging consumer and how they relate to omnichannel retailing, by understanding their shopping
behaviours.
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Exploring further research in relation to omnichannel retailing and the evolution of consumers for future reference.
h y p o t h e s i s
It is expected that retailers will be in their infancy in terms of developments within omnichannel retailing. This could result in a
negative impact on traditional, brick and mortar stores. It will also be likely that this type of shopping behaviour will be aimed
towards a younger consumer, because of the involvement of technological devices.
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