Den snabba tekniska utvecklingen som har skett under de senaste två årtionden har lett till nya innovativa möjligheter för dagens konsumenter. Idag är inköpen inte längre begränsad till öppettider eller till besök i fysiska butiker och en stor del av kläderna som konsumeras köps via E-handelsföretag. Inköpen, som idag sker genom datorer, surfplattor och smartphones, är globala och statistiken visar att E-handel fortsätter att öka och den tekniska utvecklingen fortskrider. Syftet med denna studie är att undersöka om ålder påverkar konsumenter attityd och benägenhet att handla kläder via E-handeln respektive i fysisk butik. Vi fokuserar på tre möjliga barriärer som vi valt att fördjupa oss i, trygghet, service och användarvänlighet. Resultatet visar ett signifikantsamband mellan konsumenters ålder och deras attityd mot och benägenhet att delta i E-handeln. Vår undersökning bekräftar att vår äldre målgrupp generellt har en mer negativ attityd mot E-handeln jämfört med vår yngre målgrupp. Vidare påvisar vårt resultat att det råder skillnader mellan våra två generationsgruppers syn på service, trygghet och användarvänlighet när det kommer till klädköp via E-handel. Ytterligare ämnar vår studie att bidra till en djupare förståelse av den pågående förändringen av konsumentbeteende som sker till följd av den tekniska utvecklingen och hur olika kundsegment anpassar sig till detta. / The rapid technological development that has taken place over the past two decades has led to new innovative opportunities for today's consumers. Purchases are no longer limited to opening hours or visits to physical stores and a large part of clothing is being purchased through e-commerce companies. The purchases, that are being made through computers, tablets and smartphones, are global and statistics shows that e-commerce will continues to grow as well as the technological progress will continue to develop. The purpose for this study is to investigate whether age affects consumers' attitude and willingness to shop clothes through E-commerce. Our study will be delimited to three selected barriers to E-commerce which are: safety, service and user-friendliness. Our results shows a significant correlation between consumer age and their attitude towards E-commerce. Our survey confirms that our older target group generally has a more negative attitude towards E-commerce compared to our younger target group. Furthermore, our results shows that there are differences between our target groups views on service, safety and user-friendliness when it comes to purchasing clothes through E-commerce. Additionally, our study intends to contribute to a deeper understanding of the ongoing change in consumer behavior that occurs as a result of digitalisation and how the various customer segments adapts.

In the year 2020, COVID-19 was a worldwide phenomenon. Changes in personal behavior and consumer behavior resulted from the new restrictions. Because of COVID-19, many consumers purchase groceries online rather than in physical stores. Historically, there have been several pandemics during the 1900 century, and all of these pandemic crises have impacted consumer behavior. In the timeframe of this research, the restriction was withdrawn, and new restrictions were applied, which resulted in continued changed consumer behavior. Different characteristics influence consumer behavior, such as economic, psychological, and environmental. Income and savings of individuals and members of households are economic characteristics that influence consumer behavior. Because no product has to be carried or there is no time limit on shopping, this psychological characteristics contributes to increased accessibility, convenience, and time savings. In terms of the environment, there have been questions about whether e-commerce has a positive or negative impact. Consumer behavior is also influenced by demographic factors, such as age, gender, education, marital status and living environment. All individuals change their buying behavior over their lifetimes, and with restrictions during this pandemic crisis, many needed to adapt their behavior even more. This study has created a more profound understanding of consumer behavior due to a pandemic crisis, such as COVID-19. With this presented purpose, an online survey was constructed and collected a sample of 123 respondents located mainly in Sweden and Norway. After analysing our data collection, we concluded that the three characteristics and demographic factors influenced our sample, and they still prefer to purchase groceries in a physical store, despite a pandemic crisis.

Idag lever vi i ett samhälle som digitaliseras allt mer och mer. Från att handeln för 20 år sedan enbart utfördes i fysiska butiker till att konsumenter idag hemma från tv-sofforna enkelt kan beställa hem produkter via e-handel. Digitaliseringen har främjat handel på internet och gjort att e-handeln har etablerats på modemarknaden. Även sättet som konsumenter handlar, alltså köpprocessen, har påverkats av samhällets digitalisering. Enligt Workman och Studak (2006) består köpprocessen av följande fem steg: behovsidentifikation, informationssökning, alternativutvärdering, köp och utvärdering av köp. En annan aspekt som uppsatsen undersöker är livsstil och då relaterat till familje- och arbetssituation för Generation X och Y. Generation X och Y är ett utgångsläge i uppsatsen. Generation X är födda under mitten av 1960-talet till början av 1980-talet och kännetecknas av att vara karriärsinriktade med begränsad fritid. Internetanvändningen för generationen sker främst i samband med informationssökning och som verktyg, exempelvis e-mail. Generation Y är födda i början av 1980-talet till 1990-talets mitt. Generationen karaktäriseras av att vara flitiga internetanvändare som är relativt högutbildade, då majoriteten har eftergymnasial utbildning. Uppsatsens syfte är att undersöka om köpprocessen skiljer sig mellan Generation X och Y utifrån livsstil, samt om det påverkar konsumenters val av köp i fysisk butik eller via e- handel. Resultatet av undersökningen visar att köpprocessen ser likvärdig ut för de båda generationerna. Däremot skiljer sig generationerna åt när det kommer till hur faktorerna i köpprocessens tredje steg, alternativutvärdering, prioriteras. Å andra sidan är båda generationerna eniga om att pris är den högst prioriterade faktorn. När det kommer till val mellan köp i fysiska butiker och via e-handel visar resultatet att valet inte enbart har med generation och livsstil att göra. Däremot kan slutsats dras att vanor, värderingar och individuella preferenser har större påverkan på vart köp utförs, i fysisk butik eller via e- handel, än vad livsstil samt konsumenters generation har. / Today we are living in a society that is becoming more and more digitalized. Only 20 years ago all kind of fashion trading took place in physical stores. Today, 20 years later, consumers can easily through the Internet purchase products from their couches in front of the TV. The digitalization has encouraged commerce on the Internet, which has established e-commerce on the fashion market. The way consumers shop, in other words the buying process, has been affected by the digitalization in society. According to Workman and Studak (2006) the buying process consists of the five steps: need identification, information search, alternative evaluation, purchase and evaluation of purchase. Another aspect that this essay examines is the lifestyle of Generation X and Y related to family- and work situation. This essay is based on Generation X and Y. Generation X was born in the middle of the 1960 to the beginning of the 1980. The generation is characterized for being very focused on their career, which limit their leisure time. The Internet usage of the generation is mainly in relation to information search and as a tool, for example e-mail. Generation Y was born in the beginning of the 1980 to the middle of the 1990. The generation is known for using Internet frequently and is highly educated, since the majority of the generation has a post-secondary education. The purpose of this essay is to examine if the buying process differentiates between Generation X and Y based on lifestyle, and if this influences the choice consumers make between purchase in physical store or through e-commerce. The result of the study demonstrates that the buying processes of both generations are equal. However, the generations differentiate in the third step of the buying process, alternative evaluation, when it comes to priority of different variables. On the other hand, the generations were united about that price is the highest prioritized variable. When it comes to the choice between purchases in physical stores or through e-commerce the result presents that the choice does not only depend on what generation or lifestyle consumers has. Nevertheless, a conclusion can be that habit, values and individual preferences have bigger impact on where the purchases are executed, in physical stores and through e-commerce, than what lifestyle and generation have.

The purpose of the study is to obtain a preferable understanding of how a company in the retail trade and its store staff achieves and provides service quality through self-service and how the co-creation and value creation is preserved when the majority of the personal contact is supplemented by technology. / Syftet med studien är att få en större förståelse för hur ett företag inom detaljhandeln och dess butikspersonal åstadkommer och tillhandahåller servicekvalitet genom självbetjäning och hur sam- och värdeskapandet bevaras när majoriteten av den personliga kontakten byts ut mot teknik.

På senare tid har en ny trend inom multikanalförsäljning uppmärksammats, där renodlade e-handlare inser vikten av att finnas tillgängliga för kunden i flera försäljningskanaler och därför adderar en fysisk butik som försäljningskanal. Den nya trenden benämns i studien för Clicks to Bricks. När flera försäljningskanaler opererar under samma varumärke kan svårigheter uppstå i att förmedla en enhetlig bild av varumärket, vilket lyfts fram i befintlig litteratur kring multikanalförsäljning. Det finns dock inga tidigare studier som undersöker utmaningar i att förmedla en enhetlig bild av varumärket specifikt för företag som går från Clicks to Bricks. Baserat på att Clicks to Bricks är ett relativt nytt fenomen som växt fram är forskningen inom området bristfällig och ytterligare studier krävs därför för att ge en ökad förståelse för fenomenet. / Background: Recently, a new trend in multichannel retailing has been growing where pure eretailersare realizing the importance of being available to the customer in several sales channelsand therefore adds a physical store to its existing e-commerce. The new trend is further referredto as Clicks to Bricks. When multiple sales channels operate under the same brand difficultiesmay arise in conveying a consistent image of the brand, which is highlighted in the existingliterature on multi-channel retailing. However, there are no previous studies that examinechallenges in conveying a consistent image of the brand specifically for companies going fromClicks to Bricks. Based on the fact that Clicks to Bricks is a relatively new phenomenon thearea is fairly unexplored in the academic world, which means that further studies are needed toprovide a greater understanding of the phenomenon. Purpose: The study aims to provide a greater understanding of the phenomenon Clicks toBricks, by examining the reasons for pure e-tailers to add a physical store as a sales channel andhow they work to convey a consistent brand image. Completion: The study has the design of a multiple case study and has been conducted with aqualitative approach. The study's empirical data is collected from interviews with people onnine different companies that have gone from Clicks to Bricks. Conclusion: This study observes the fact that companies going from Clicks to Bricks haverecognized the importance of communicating a consistent brand across their sales channels.Companies have, however, started its work towards communicating a consistent image of thebrand at a late stage in the establishment process. The study identifies opportunities forimprovement in terms of conveying a consistent brand when it comes to companies going fromClicks to Bricks.

Bakgrund E-handeln utgör idag en allt större del av den totala detaljhandeln och kunder ställer högre krav på en sömlös shoppingupplevelse. Detta kräver en viss integration mellan försäljningskanaler vilket kan mätas i begreppen multi-, cross- och omni-kanal. Syfte Syftet med studien är att undersöka integrationen mellan försäljningskanaler inom svenska klädföretag samt lokalisera de mest problematiska områdena inom integrationsarbete. Vidare är syftet att undersöka hur kommunikation, ledarskap och målsättning påverkar integrationsarbete. Metod Detta är en kvalitativ studie där det deduktiva angreppssättet använts, med inslag av det induktiva angreppssättet, där tidigare forskning legat till grund för utformandet av studien. Det empiriska materialet har samlats in genom åtta semistrukturerade intervjuer med fem fallföretag och där studiens KAI-modell legat till grund för intervjuguiden. Slutsats Tack vare studien kan vi konstatera att uppfattningen av begreppet integration på den svenska klädmarknaden är splittrad. Många företag har ett starkt kundfokus vilket leder till att interna lösningar åsidosätts vid ett integrationsarbete, vilket leder till meningsskiljaktigheter mellan försäljningskanalerna. Vidare kan vi se att kommunikation har en stark påverkan på integrationsarbete vilket även ledarskap och målsättning har, dock inte i samma utsträckning. / Introduction E-commerce is expanding within the retail industry and the customer’s demand for a seamless shopping experience is constantly increasing. This requires an integration of channels which can be measured by the terms multichannel, crosschannel and omnichannel. Purpose The purpose of this study is to investigate the integration between channels within Swedish clothing companies and to identify problematic areas within integration. Furthermore, the purpose is to investigate in how integration is dependent on communication, leadership and goalsetting. Method This qualitative study has a deductive approach but with elements of an inductive approach and was founded upon previous research. The study includes five business cases which has participated in a total of eight semi structured interviews and the study’s KAI-model has been used as a framework for the interviews. Conclusion The result of the study shows that there is a defuse definition of the term integration among Swedish clothing companies. The majority of companies within the study has a strong customer focus which has led to a lack of focus on internal processes which creates indifferences among the channels. The study also shows that communication has a strong impact on integration. Leadership and goalsetting also effects the work of integration but not in the same extent as communication.

Purpose: The aim of this paper has been to examine which approach travel agencies has to the physical store or office that a customer can visit, and if and in which way the place can affect the customer. Method: This paper is done from a qualitative approach. The content is based on interviews done with employees from seven travel agencies on the swedish market. Conclusion: The conclusion shows that tour operators uses the physical room to build confidence, create security and strengthen the relationship between the staff and customer. Through the physical room the tour operators can affect the customer by giving personal contact, added value and the ability to give the customer directions towards their purchase.

Bakgrund: Ett ständigt utvecklande av den fysiska modehandeln har lett till möjligheter att utveckla en shoppingupplevelse för konsument för att bemöta konkurrens från den digitala handelsplatsen. Detta har lett till att den fysiska butiken implementerar alternativ som teknologiska innovationer för att höja shoppingupplevelsen för konsumenten. Metod: Kvalitativ undersökning med 14 semistrukturerade intervjuer och tematisk analys av den insamlade empirin. Avgränsning är satt till att endast behandla konsumentinriktade teknologier. Resultat och analys: Resultaten av insamlade data bestående av respondenternas intervjusvar analyseras mot den tidigare forskningen. Resultatet visar att respondenternas självskattning av deras teknologiska kunskap påverkar deras användning av teknologier. Vissa av respondenterna påverkas också av socialt inflytande, både positivt och negativt. Även den upplevda säkerheten hos en teknologi påverkar respondenternas acceptans av teknologin. Olika slags värden upplevs av konsumenter där självständighet, tidssparande, smidighet och nöje är de fyra centrala teman som identifieras. Respondenterna upplever och prioriterar dessa värden olika, vilket också påverkar motiven för användandet av teknologiska innovationer. Diskussion: En vidare diskussion förs utifrån tidigare teori och insamlad empiri kring värde, teknologiska innovationer och acceptans. Resultatet diskuteras utifrån ett modehandelsperspektiv, där både fast och slow fashion diskuteras. Fast fashion butiker kan gynnas till större grad av att implementera teknologier som ökar konsumenternas självständighet. Märkesvaruhus som fokuserar på att kunna ge personlig service till sina konsumenter kan missgynnas av att implementera teknologi som missgynnar personlig service. Slutsats: Denna undersökning har bidragit med att ge en tydlig bild av hur konsumenter upplever teknologiska innovationer och vad som driver dem till att börja använda dessa. Förslag till vidare forskning kan därför vara fördjupat kring hur kunskapsbristen kring teknologiska innovationer påverkar konsumenternas användande och beteende, samt hur detta kan identifieras. / Background: A constant development of the physical fashion retail business has led to possibilities to develop a shopping experience for consumers to compete with the online marketplace. This has led to physical stores implementing technological innovations to enhance the consumer experience. Method: A qualitative study with 14 semi-structured interviews along with a thematic analysis being made to structure the collected data. The paper is delimited to only consumer facing technologies. Result and analysis: The results of the respondents’ answers are analysed from the previous research. The results show that the respondents’ self-evaluation of their technological knowledge affects their usage of technologies. Some of the respondents are also affected by social influences, both in a positive and negative way. The perceived security of a technology also affects respondents’ acceptance of the technology. Different kinds of value are experienced by the respondents, with independence, time saving, flexibility and pleasure being the four central themes. The respondents experience and prioritise these values differently, which also affects the motives behind using technological innovations. Discussion: The result is discussed from a fashion industry perspective, with fast and slow fashion being brought up as two major areas. Fast fashion stores can benefit from including technological innovations to increase the customers’ independence. High fashion brands with a strong focus on personal service might suffer from introducing such technologies, as it contributes to a loss of personal service. Conclusion: This paper contributes with a clear understanding of how consumers experience technological innovations and what drives them to become users. Suggestions for further research is presented and recommends a deeper study focusing on the lack of technological knowledge, how it affects the use of technological innovations in a retail environment and how it can be identified.

Studiens syfte är att undersöka vilka utmaningar som centrumutvecklare står inför i sitt arbete för att få en levande handelsplats, där tre problemformuleringar tagits fram. Problemformuleringarna syftar till att förstå vilka de största utmaningarna är för en levande handelsplats och hur centrumutvecklare arbetar med dessa utmaningar. Den sista problemformuleringen studerar hur framtiden kan komma att se ut för de levande handelsplatserna, enligt centrumutvecklare. Studien analyserar de största utmaningarna som centrumutvecklare står inför, där diskussionen i slutsatsen präglas av dessa. Bland annat diskuteras samverkan mellan olika aktörer i staden, där rollen som centrumutvecklare är viktig och central. De har inte något formellt beslutsfattande vilket gör dem beroende av andra aktörer, där en politiskt fattad handelspolicy kan underlätta. Även en pågående omställning inom digitaliseringen, allmän beteendeförändring hos konsumenterna, trygga stadskärnor och attraktivt utbud är utmaningar. I framtiden kan begreppet handelsplats omformuleras till mötesplats, då centrumutvecklare prognostiserar att det kan efterfrågas mer upplevelser, där social interaktion är centralt. / The purpose of the study is to investigate the challenges that center developers face in their work to achieve a vibrant marketplace, where three problem definitions have been developed. The first problem definition aims to understand what the biggest challenges are for a vibrant marketplace according to the center developers themselves, where the second problem definition aims to understand how they work with these challenges. The final problem definition will be studied around what the future may look like for the vibrant marketplaces, according to center developers. The study in its analysis and conclusion shows that the biggest challenges center developers face are collaboration between different actors in the city, where their role is important and fundamental. They also do not make any formal decision-making themselves, which makes them dependent on other actors, where a politically understood trade policy can help. Additionally, the ongoing transition into digitalisation, general changes in consumer behavior, secure city centers and an attractive range of offers are also challenges. In the future, the term marketplace might be rephrased to meetingplace, as center developers predict experiences, where meeting is a central part of social interaction, will be higher in demand. We may have to stray away from the word marketplace and instead lean towards the phrase meeting place.

The modern retail landscape is experiencing a continuous change due to digitalization. With the growing number of available channels, consumers' consequent behavior within the fashion retail environment are becoming ever more complex. Which thus poses a challenge for fashion retailers in trying to not only understand them, but how to serve them best. Along this evolution of retail due to digitalization, physical retail stores have closed down due to the increasing competition from e-commerce, although it remains the biggest distribution channel. The role of the physical store is thus experiencing elements of an existential crisis. In this, Generation Z remains an ambiguous consumer segment whose importance will only increase as the generation comes into its purchasing prime. But, Generation Z is not yet well understood as limited research exists on the subject. And as they’re the digital native generation, where retail omnichannel strategies are commonplace, seeking to understand their attitudes, preferences and perceptions of omnichannel retailing, but also the physical store, is thus essential moving into the future. Therefore, the purpose of this study is to distinguish and explore the value of the physical store in the eyes of Generation Z in an omnichannel strategy, within the context of fashion retailing. RQ: What is the role of physical fashion stores within omnichannel strategy, in regard to Generation Z? In order to answer the research question, the method of choice was a qualitative one. The consequent empirical findings were gathered from seven semi-structured interviews, six from Generation Z respondents and one from the CCO of Gina Tricot, yielding a managerial perspective. Thus, allowing for triangulation opportunities. Moreover, besides the empirical findings, we present a proposed framework which illustrates how and why Generation Z’s behavior, preferences and perceptions have ultimately altered the role of physical stores to be one of increasing complementarity within the context of an omnichannel strategy. In describing this evolution, multiple characteristics of Generation Z are distinguished. Finally, this thesis provides a deepened knowledge on how retailers may use their physical store within an omnichannel strategy to better serve Generation Z consumers in order to enhance customer experience and satisfaction. The empirical findings exhibit the physical store as an essential part for consumers within the context of other available channels online. Where multiple aspects otherwise not satisfied through online channels, serve an important purpose for Generation Z consumers. This thesis may thus offer value for retailers in how to balance various appreciated aspects of the physical store, whilst incorporating some of the desired elements of online, to increase the customer experience of physical stores.