How fashion e-retailers need to adapt to the needs of future customers (Generation Z) in Sweden and Finland?
Viitanen, Matleena (2019)
Viitanen, Matleena
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019060414843
https://urn.fi/URN:NBN:fi:amk-2019060414843
Tiivistelmä
The aim of this research is to answer the question on “how e-retailers need to adapt to the needs of future customers (Generation Z) in Sweden and Finland” by measuring whether the changes facing the fashion e-retailing industry is due to economic growth and growing trends, or due to the new generation – generation Z, who are grown with the digital era.
To get the insights both from Swedish and Finnish consumers, a quantitative survey was conducted via Google Forms and sent to 92 respondents. The aim of the survey was to examine the different consumer behaviors, attitudes and responses affecting online shopping and online advertising. Additionally, the differences and similarities between generations in Sweden and Finland were examined and compared to the previous researches conducted.
The information gathered from the survey show that the new generations are expecting more digitalized content and are more influenced by social media posts as well as by opinions from friends and family. Fashion e-retailers need to offer differentiated products in order to attract new customers, since consumers are looking products online which are missing from stores. Most of the Gen Z consumers prefer to shop with a smartphone over a laptop or PC, meaning that there is a need for a mobile friendly websites and shopping applications. Overall, consumers are expecting the shopping experience to be simple, convenient and flexible.
To get the insights both from Swedish and Finnish consumers, a quantitative survey was conducted via Google Forms and sent to 92 respondents. The aim of the survey was to examine the different consumer behaviors, attitudes and responses affecting online shopping and online advertising. Additionally, the differences and similarities between generations in Sweden and Finland were examined and compared to the previous researches conducted.
The information gathered from the survey show that the new generations are expecting more digitalized content and are more influenced by social media posts as well as by opinions from friends and family. Fashion e-retailers need to offer differentiated products in order to attract new customers, since consumers are looking products online which are missing from stores. Most of the Gen Z consumers prefer to shop with a smartphone over a laptop or PC, meaning that there is a need for a mobile friendly websites and shopping applications. Overall, consumers are expecting the shopping experience to be simple, convenient and flexible.