Modebranschen har under de senaste åren genomgått en dramatisk förändring där e-handeln tar över allt mer och mer. Framtidsprognosen för fysiska butiker ser relativt dyster ut och inom en snar framtid förväntas dessa inte finnas kvar. Detta är tack vare den så kallade butiksdöden vilken innebär att e-handeln tar en allt större plats i konsumenternas val av handelskanal. Detta faktum indikerar i minskade antal köp i fysiska butiker vilket resulterar i en osäker framtid för de fysiska butikerna. Syftet med denna studie var att undersöka vid vilken kanal, online eller offline, dagens konsumenter väljer att handla sina kläder samt vilka aspekter som kan påverka valet. Undersökningen har genomförts med hjälp av en enkät tillsammans med en övergripande litteraturstudie. Resultatet klargör att det var väldigt jämnt mellan kanalerna online och offline men enligt denna studie föredrar konsumenter att handla sina kläder via offlinekanaler. Utifrån vår studie kan även tydas att faktorer som kan påverka en konsument i valet av köpkanal bland annat är säkerhet, utbud, service, tid, plats, social miljö samt graden av bekvämlighet. Resultatet kan förhoppningsvis vara ett hjälpmedel för företag, handlare, detaljhandlare och andra intressenter. Utifrån studiens resultat kan vi ge råd till företag att de bör prioritera segmentering av sina kunder för att rikta sin verksamhet rätt. Företag som kan driva verksamhet både online och offline innehar en fördel då konsumenter idag tenderar att växla mellan olika kanaler. Offlinekanaler bör lägga stor vikt vid placering av butiken, fokusera på utbudet och servicen. Onlinekanaler bör ta vara på faktorerna av bekvämlighet, tid, utbud och säkerhet. Detta kan genomföras genom att erbjuda generösa returvillkor, bra produktbeskrivningar och erbjuda ett stort utbud. / The fashion industry has experienced a dramatic change over the last few years, where e-commerce takes over more and more. The future forecast for physical stores looks relatively gloomy and are expected not to remain in the near future. This is due to the so-called retail death, which means that e-commerce is taking an increasing place in consumer choice of trade channel. This fact indicates in the reduced number of purchases in physical stores which results in an uncertain future for the offline channel. The purpose of this study was to investigate in which channel, online or offline, today’s consumers choose to buy their clothes and what aspects that can affect the choice. The paper has been conducted using a survey together with an overall literature study. The result clarifies that it was very even between online and offline channels, but according to this study, consumers still prefer to shop their clothes via offline channels. Based on our study, it can also be argued that factors that may affect a consumer in the choice of purchasing channel include security, supply, service, time, location, social environment and the level of convenience. The result can hopefully be a tool for businesses, traders, retailers and other stakeholders. Based on the study results, we advise companies that they should prioritize segmentation of their customers in order to direct their business properly. Companies that can do business online and offline hold an advantage since consumers nowadays tend to switch between different channels. Offline channels should place great emphasis on the location and focus on supply and service. Online channels should take into account the factors of convenience, time, supply and safety. This can be achieved by offering generous terms of return, good product descriptions and offering a wide range of products.

<p>Citizens’ interaction with governments is an area with unique implications for channel management. Governments need to take the citizens perspective into further consideration in order to be successful in delivering high-quality e-services. This paper aims to determine if a categorization of citizen-initiated contacts from a citizen-centric perspective can be a valuable basis for decisions regarding e-service development. The study consisted of three steps. The first step was an examination of the existing related literature, which resulted in the uncovering of the most important aspects of citizens channel choice. The second step consisted of an elaboration of a classification based on perceived task characteristics and a subsequent matching of the categories to desirable channel characteristics. The third and final step consisted of an application of the proposed categorization on a content management system containing all citizen-initiated contacts in a Swedish municipality. The application indicated that the proposed categorization could possibly be used to guide investments in e-services towards a channel-appropriate direction.</p>

Citizens’ interaction with governments is an area with unique implications for channel management. Governments need to take the citizens perspective into further consideration in order to be successful in delivering high-quality e-services. This paper aims to determine if a categorization of citizen-initiated contacts from a citizen-centric perspective can be a valuable basis for decisions regarding e-service development. The study consisted of three steps. The first step was an examination of the existing related literature, which resulted in the uncovering of the most important aspects of citizens channel choice. The second step consisted of an elaboration of a classification based on perceived task characteristics and a subsequent matching of the categories to desirable channel characteristics. The third and final step consisted of an application of the proposed categorization on a content management system containing all citizen-initiated contacts in a Swedish municipality. The application indicated that the proposed categorization could possibly be used to guide investments in e-services towards a channel-appropriate direction.