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Module 2 examines changing customer behaviours in the fashion industry and how fashion companies are responding to these changes by adopting sustainable and ethical practices. It covers key factors that influence customer behaviour such as price, quality, style, brand reputation, convenience and sustainability. The module also explores the slow fashion movement, which emphasizes conscious consumption and durable, timeless designs. In addition, it examines the impact of online shopping, social media and artificial intelligence on fashion consumer behaviour, including personalised experiences, targeted advertising and virtual trial technologies. Overall, the module highlights the importance of understanding customer behaviour in the digital age to stay relevant in the fashion industry.
TOPICS FOR COLLABORATIVE DISCUSSION
- The influence of fashion influencers and bloggers: do they have too much power in shaping consumer behaviour?
- Artificial intelligence and the future of fashion: Will virtual trial technologies replace traditional in-store shopping experiences?