Consumer Behavior Towards Online Shopping

The global apparel market is a buyer-driven market. Along with the globalization and technology development, consumers are easier to access to fashion. As a result, the customers are changing and the companies are evolving to deliver customers satisfaction. Zara, the most profitable brand of Spain clothing retail group Inditex, has leveraged its unique strategy to achieve success and will be expected to maintain a sustainable growth in the fashion industry.

ZARA is an understood Spanish garments brand well known for its high-speed answer, which is considered as a win variable for the organization and obtaining competitive edge over its rivals around the world. Style is about new and in vogue garments, ZARA's stock administration and distribution strategy are the key components behind its high-speed answer procedure. ZARA has outlets in 86 nations, including Europe, United States, Middle East and Asia. In 2012, Inditex the guardian organization of ZARA has asserted US$20.7

Zara is an apparel company and the leader brand of the Spanish retail mogul, Inditex. zara was established in 1975 in Spain by Amancio Ortega who is currently the 3rd richest man in the world, the first store was opened as an outlet but by 1979 the establishment already had six stores at different locations in Spain and by 1985 the company branched out to Portugal new york city and Paris. Today Zara has over 1900 stores worldwide which are located in 22 different countries; these stores render employment to over 125,000 employees. Zara depends on information they gather from customer and organizational feedback from all their stores on a daily basis this information is then forwarded to the supply chain, which works in synergy with the stores to keep the level of storage in stores down to a minimum. Zara owns the production, supply chain and in-house production, which lead to greater speed in output (M.A.Cano)

Zara is a brand widely known across the globe for its unique fashionable cloths .It is a part of inditex which is known as one of the world’s largest distribution group in the world and the owner of the company is Spanish businessman named Amancio Ortega .This company was formed in 1963 as a fashion retailer for women clothes but the company became a success after the addition of a new brand named Zara in 1975 .Today Zara is amongst one of the largest international company producing the fashionable clothes. After the success of the inditex as a successful brand (ZARA) maker, inditex was able to expanded itself with more successful brands across the world in different countries at the end of the 1980.from 1976 to 1983 Zara turned out to be a successful retailing brand and introduced itself with nine new outlets to the biggest cities of the Spain with its first headquarter in Goa. Year 1984 turned out to be the witnesses of first logistics headquarter of Zara covering a large area of 10,000 square metres. New York

As the fast growth of technology, people prefer online shopping more than shopping in the physical store. A lot of surveys show us there’s a great increase in online shopping. For people to choose to shop online, pros should be more valuable than cons in their beliefs.

Online shopping is defined as the act of purchasing products or services over the Internet, according to the Business Dictionary. Online shopping actually began in the 1979s as Michael Aldrich came up with the concept of teleshopping. In 1982, Minitel was created, by using this you were able to use the telephone to buying things, but this was only successful in France. In 1987, Swerg was created by software developers and shareware authors. In 1989 – 1990, Tim Berners-Lee had created the worldwide web as a was created in order to for scientists and universities to share information. (CERN). In 1994, the Secure Socket Layer encryption was put into place in order to make any transactions secure for people. By 2008, the Ecommerce market in the United States had grown seventeen percent from 2007, the total amount of revenue was two hundred and four billion dollars.

Zara, Daughter Company of Inditex, is a fashion retailer known for innovating the fashion industry and changing the way the industry operates forever. Zara, the largest retailer in the world, has raised the bar, forcing other companies to follow suit in rapid product turnover with small batch production and high number of designs to please their customers. Zara produces more than 450 million products annually and has 1770 stores in 86 countries. Their success derives from their process innovation which dictates all aspects of their operations; they took a different route and gained a competitive advantage that no one expected.

Zara, the world largest clothing retailer brand that is part of the Inditex multinational clothing company which was created by Amancio Ortega and Rosalia Mera (Inditex, brands). They are based in the northwest of Spain. Currently, Zara has a total of 2,000 stores in major cities around 88 different countries (Inditex). They are acclaimed as a fast fashion company in the industry with more than two hundred professional designers within the creative teams. Zara’s products are diversification strategy, include men’s and women’s apparels and accessories that keep up with the current fashion trend (Inditex).

Inditex, the owner of Zara, first started out in the dressmaking and textiles industry before opening the first Zara store in Spain in 1975. Since then, Zara has been extremely successful in the fashion industry throughout the entire world. The first US store opened in New York City in 1989 and Zara has been expanding continuously. The first logistics center for Zara was built in 1984 and encompassed about 10,000 square meters. The founders, Amancio Ortega and Rosalia Mera, prides the company on the idea of fast fashion which incorporates a distribution system that needs to keep up with the continually changing fashion trends.

Myntra was established by Mukesh Bansal and Sankar Bora in February 2007. The other key members are Ashutosh Lawania, and Vineet Saxena. All of them are IIT/IIM alumni, and have worked for several start-ups.

Inditex itself is a huge fashion retailer company which owns 8 brands namely Zara, Pull &Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home and last but not the least Uterque. Amancio Ortega is the founder of Inditex, which was established in 1963. Amancio Ortega adapted unique business model, which were innovative and flexible. This made Inditex one of the biggest retailers in the world. In 1975 Inditex established Zara’s first store in downtown A Coruna, Spain. Zara offers fashionable designs for men, women, and kids. They also sell accessories to complete their product lines.

Moving further we started reading these selected research papers and continuously brainstormed how we are going to use this knowledge in our project to convert our idea into a reality.

Moreover, consumer studies had proven that Zara’s was cohesive in communicating its brand in line with its proposed corporate identity, thus sustaining that any alteration could harm the brand overall. Consistency was the key to the brand. Online Zara was, curiously, a late bloomer in the online business. Having had a website since 2010, the brand only began to sell online almost one year later. The brand’s managers had always been hesitant in entering the online realm but with the increasing user activity on the internet, and due to Zara’s high reliance on word-of-mouth, they believed that creating an online site would help increase channels for consumers’ pre-purchase interaction with the brand. Following the same specificity as stores, Zara’s sites were simple, white, and understandable for everyone, with outfit combinations that allowed the clothes to speak for themselves. In 2011, after observing the effectiveness of this strategy in captivating customers to product offer before the moment of purchase, measures were taken to implement the first e-commerce strategy for the

If you had to choose one method of shopping what would you prefer? Online or In store? Did you know that 51% of American shoppers prefer to shop online (Wallace, Tracey)? I personally like to shop in store, but I do enjoy the convenience of online shopping. However, online shopping has its downfalls.

This current study aims to provide a more holistic view of the factors that influence online shopping behavior in the clothing industry, by comparing the important criteria for purchase decisions between online shoppers and traditional shoppers. The factors that were examined include (1) Product variables: price, usefulness, quality and available information; (2) Seller attributes: trustworthiness, reputation and marketing strategies; (3) shopping experience: convenience, quality of service, design and ease of use; and (4) consumer factors: gender, socioeconomic status and attitude towards online shopping. A quantitative survey was conducted wherein 206 consumers have completed the questionnaire through convenience sampling. The results of the study showed that male online shoppers for clothes are significantly more than females, most of whom still prefer traditional shopping. Traditional and online shoppers have been seen to differ in the importance they give to product price, seller credibility and marketing strategies, and purchase experience in terms of convenience, quality of service and ease of transaction, wherein online shoppers put more value on these factors in making their purchase decisions. In accordance to the technology acceptance model, the participants who have more positive attitudes towards online shopping are more likely to actually purchase their clothes