The present thesis aims to investigate students’ willingness to share customer data in the fashion e-commerce. Special attention is given to the way trust, benefits and law regulations are discussed in this context. An inductive approach was applied utilizing focus group discussions. The goal of the empirical study was to gain insights in the way students argue about customer data and which feelings are involved. The study highlights findings in the key areas trust, benefits and law regulations. A shift of customer trust from brands to recommendations could be observed. In terms of benefits, focus group participants tend to choose value exchange over traditional rewards. Findings regarding law regulations suggest that the General Data Protection Regulation of the European Union can provide control of customer data but no security. Furthermore, consumer behavior plays an important role when it comes to data sharing attitudes. The experiences and observations of the participants may not be applicable to other studies. Furthermore, the study findings are bounded to the European Union. The findings suggest that trust, benefits and law regulations can influence students’ willingness to share customer data in the fashion e-commerce. The study is unique of its kind as it investigates the willingness to share customer data with the focus on students and fashion e-commerce. Hence, this research paper fills a gap in scientific literature and is valuable for businesses operating in the fashion e-commerce.

This study provides a comparative analysis of pricing promotions, which create an incentive to buy in Russian and Swedish fashion e-shops. The aim of this work is to determine the national differences in sales promotions used in e-commerce in these countries. This work confirms the existence of modern marketing trend in the e-commerce, which uses discounts as a tool for communication with consumers and for retaining them in the shop as a regular customer, and not just for traditional use of discounts as a way to sell remaining goods. To conduct the study the collected data obtained through systematic observation of application of discounts and promotions as marketing tools in the e-shops in these countries. Following the comparative analysis of statistical data we were able to determine the difference in the periods of sales, the maximum and minimum level of price falls, to create a typology of discounts, typical for both countries and for each of them separately. The recommendations for online retailers who develop the markets of these countries with regard to national specifics in communication with the consumer and based on the most popular types of discounts and promotions are also the important part of this work. The results of this study refute the words of the expert Simonetta Carbonaro that the modern approach to pricing policy in the e-commerce is a "suicide of fashion retail."

Background: Electronic commerce has recently been seen as a very auspicious service of technology witnessed in the last decade. Several types of e-commerce initiatives include very modernized and upgraded facilities such as smart cards, online retailing, and remote payments that help make the payment process faster and more consistent. Therefore, there is a need to explore the factors from payment methods that influence a change in the purchasing behavior of a customer, due to the fact that constant development in technology is occurring. Furthermore, due to the ability to access and control digital technology, millennials are believed to be destined for a current business and have a significant impact on the corporate world. Therefore, this thesis contributes to the research on the effect of payment methods on millennials’ purchase behavior by exploring millennials in the context of clothing e-commerce in Sweden.   Purpose: The purpose of the thesis is to understand how electronic payment methods influence purchase behavior of millennials in Sweden in the clothing e-commerce.    Method: The study follows interpretivism philosophy due to integrating human interest and meaning. For a more in-depth understanding, the research used qualitative methods by conducting individual in-depth semi-structured interviews. The data was collected by fifteen millennials in Sweden and analyzed within the thematic analysis.   Conclusion: The results show that payment methods tend to influence millennials in Sweden differently depending on several factors such as trust, ease of use, and time consumption. The findings showed that the easier it is to use the payment method, the faster and smoother it is for millennials to complete the purchase. Moreover, when the website is organized and well-designed, there is a higher demand for purchasing from it, which leads to trust in the website and the operated payment methods in it to a higher extent. Hence, establishing the trust and credibility of the selected payment method was one of the essential points of the purchasing process. Additionally, certainty, reliability, and suspiciousness were highly taken into consideration when purchasing products from countries other than Sweden, as their operating payment methods vary significantly.

Over the course of the last few years, the fashion industry hasbegun to focus more resources on their digital transition. For afashion e-commerce business, it is essential to know whether ornot to invest money and time in building a modern webapplication. This master's thesis aims at finding practical resultson how transitioning from a multi-page website towards a SinglePage Application can have an impact on the businessperformances of the company, as measured by ConversionRate, Page Views and Gross Sales. In collaboration with thedevelopment and product team of a fashion company, thismaster's thesis is based on the six-months development of a newSingle Page Application using the Javascript framework React.js,building on known User-Experience Design principles andHuman-Computer Interface heuristics. The live data collectionfrom the website's audience allowed a quantitative analysis ofthe transition's effect on business performance, which showedpositive impact on business performance. A qualitative usersurvey was then conducted in order to further elaborate on thecauses of the aforementioned impact: all respondents praisedthe Single Page Application as compared to the multi-pagewebsite, and noted lower Response Time, efficient filter-andsearchsystem and high user interaction as advantages thatplayed in favour of their browsing experience and their will-tobuya product. The impact of lowering Response Time evenmore was discussed, as well as the different limitations due tothe scope of this thesis. A list of user suggestions for furtherimprovements was also compiled. / Under de senaste åren har modebranschen lagt mer resurser på digital omställning. För en modebutik inom e-handeln är det viktigt attveta om det är värt att investera pengar och tid i en modern webbapplikation. Detta examensarbete syftar till att söka praktiska resultatom hur övergången från en flersidig webbplats till en Single Page Application kan ha betydande inverkan på en modebutik inom ehandelnsekonomiska resultat. Detta examensarbete grundar sig i sex månader av utveckling av en Single Page application för ettfranskt startup-företag inom modebranschen. Applikationen byggdes med Javascript-ramverket React.js. Designen grundas på kändaprinciper inom användarupplevelsedesign och människa-datorinteraktionsheuristik. Den dynamiska datainsamlingen från webbplatsensbesökare användes till en detaljerad kvantitativ analys av övergångens inverkan på de ekonomiska resultaten: Det fanns en signifikantökning på 284% för Conversion Rate. En kvalitativ användarundersökning genomfördes i syfte att undersöka orsakerna bakom dennaeffekt. Alla respondenter svarade att Single Page Application var bättre än den flersidiga webbplatsen. De noterade att lägre svarstid,effektiva filter och söksystem och hög användarupplevelse var viktiga aspekter för deras vilja att köpa en produkt. Effekten av att minskasvarstiden ytterligare diskuterades, så även de begränsningar som finns inom ramarna för det här examensarbetet. En lista medanvändarförslag för fortsatta förbättringar sattes också samman.

Fashion brands have always been avant-garde in embracing new technologies and new formats of retail business models. The rapid development in 3D digital technologies, including 3D scanning, 3D modelling and 3D web rendering, have brought many new opportunities to the fashion industry, especially in shaping the future fashion e-commerce. The traditional 2D user interface and 2D media content have limited ability of displaying every detail of a product in full 360 degree, and the color accuracy of products in pictures is also a common problem. This thesis focuses on how to use 3D technologies to enhance the brand identity and  to reduce return rate, by designing and implementing a web 3D user interface for fashion e-commerce. An interactive 3D product user interface were designed and used for test. The results presented the pros and cons of the designed 3D user interface, and evaluated to what extent can this approach help to solve the brand identity problem and the high return rate issue for fashion e-commerce. It turns out that indeed the 3D user interface is rich in detail storytelling and the product accuracy can be improved by using the Physically Based Rendering technology and dynamic virtual lighting environments. However, the results also indicate that there are still lots of technical constraints for developing the virtual showrooms and the 3D user interface. / Fashion varumärken har alltid varit avantgarde i att omfamna ny teknik och nya format av detaljhandel affärsmodeller. Den snabba utvecklingen inom 3D-digitalteknik, inklusive 3D-skanning, 3D-modellering och 3D-webbearbetning, har medfört många nya möjligheter till modebranschen, särskilt när det gäller att forma framtida fashion e-handel. Det traditionella 2D-användargränssnittet och 2D-medieinnehållet har begränsad förmåga att visa alla detaljer i en produkt i full 360 grader, och färgnoggrannheten hos produkter i bilder är också ett vanligt problem. Denna avhandling fokuserar på hur man använder 3D-teknik för att förbättra varumärkets identitet och minska avkastningsgraden genom att utforma och implementera ett webb 3D-användargränssnitt för mode-e-handel. Ett interaktivt 3D-produkt användargränssnitt designades och användes för test. Resultaten presenterade fördelar och nackdelar med det utformade 3D-användargränssnittet och utvärderades i vilken utsträckning kan detta tillvägagångssätt hjälpa till att lösa varumärkesidentitetsproblemet och problemet med hög avkastning för fashion e-handel. Det visar sig att 3D-användargränssnittet är rikt på detaljerad berättande och produktnoggrannheten kan förbättras med hjälp av fysisk baserad renderingsteknik och dynamiska virtuella ljusmiljöer. Resultaten visar emellertid också att det fortfarande finns många tekniska begränsningar för att utveckla virtuella showroom och 3D-användargränssnittet.

Retail is shifting from physical shopping experience to a more online experience. However, the transition is not happening without pains and both consumers and companies alike face challenges when it comes to utilizing all the benefits that the flexibility brings. One of the biggest issues that the online fashion industry is facing, is product evaluation and the resulting high returns rate. Customers are unable to fully evaluate the products due to, for example, insufficient information, faulty information and the fact that size guides are not reliable, which are incentives for the customers to send the products back. Thus, the aim of this thesis is to investigate and determine what the key challenges that the online fashion companies face related to their most common product evaluation tools and what effects those challenges have on the companies. Further, this thesis evaluates how implementing an augmented reality tool, the Augment app would affect those challenges. Finally, this study investigates how implementing the Augment app would affect the Swedish online fashion retailers’ competitiveness. To answer these questions, a qualitative multi-case study was conducted with three Swedish online fashion retailers. Conducting an embedded multi-case study allowed for meaningful and generalizable findings as it allowed for both within-case analysis as well as cross-case analysis. The results of the study found that companies face challenges in regards to providing quality customer service, ensuring e-satisfaction as well as reducing the high percentage of customer product returns for the Swedish online retailers. Further, the study found that the Augment app could not automatically solve all of the challenges on its own. Rather, the Augment app would act as a complement to the current product evaluation tools and be a most welcome addition. Further, by implementing it, a company could build sustainable competitive advantage.

Image recognition is a subfield in computer vision, representing a set of methods for analyzing images. Image recognition systems allow computers to automatically find patterns and draw conclusions directly from images. The recent growth of the ecommerce fashion industry has sparked an increased interest from research community, and subsequently industry participants have started to apply image recognition technologies to automate various processes and applications like clothing categorization, attribute tagging, automatic product recommendations and many more. However, most research have been concerned with supervised learning, which require large labeled datasets. This thesis investigates an alternative approach which could potentially mitigate the reliance of large labeled datasets. Specifically, it investigates how Semi- Supervised Learning (SSL) compares to supervised learning in the context of fashion category classification. This thesis demonstrates that a state- of- the- art SSL method to train Deep Convolutional Neural Networks can provide very close accuracy to supervised learning by a margin of approximately 1 to 3 percent for the considered set of images. / Bildigenkänning är ett delområde inom datorseende, det representerar en uppsättning metoder för att analysera bilder. Bildigenkänningssystem tillåter datorer att automatiskt hitta mönster och dra slutsatser direkt från bilder. Den senaste tillväxten inom mode e- handeln har ökat forskningsintresset inom området, detta har bidragit till att aktörer på marknaden har börjat applicera bildigenkänningstekniker för att automatisera diverse processer och applikationer, som till exempel klädeskategorisering, märkning av attribut, automatiska produktrekommendationer med flera. Dock så har majoriteten av all forskning inom detta område har fokuserat på övervakad inlärning, vilket kräver stora annoterade dataset, den här uppsatsen undersöker istället en alternativ metod, som potentiellt kan minska beroendet på stora annoterade dataset. Specifikt så undersöks och jämförs semiövervakad inlärning med övervakad inlärning vid kategorisering av modebilder. Resultaten visar att en toppmodern semiövervakad inlärningsmetod för att träna ett djupt neuralt nätverk kan åstadkomma en precision väldigt nära övervakad inlärning, med en marginal på ungefär 1 till 3 procent för de använda modebilderna.