In recent years, omnichannel strategies have increased, which has changed consumer purchasing decisions process. With this, the purchase decision has changed the way consumers approach to make purchase decisions, which leads to the purchase process being reshaped. The approach has become more complex with other aspects to consider in current consumer purchasing decisions. Therefore, the purpose of this thesis has been to investigate how omnichannel strategies, which integrate online and offline shopping platforms, shape consumers' purchase decisions in Sweden's fast fashion industry for generation Z. The empirical results were obtained using a qualitative case study of 25 participants from Sweden through semi-structured interviews. The findings were then analysed and discussed with the presented literature to identify how consumers' purchase decisions in Sweden's fast fashion industry for generation Z have been shaped by omnichannel strategies, integrating online and offline shopping platforms. The conclusion of this thesis shows that it is complex to assume how omnichannel strategies, integrated by online and offline shopping platforms, shape generation Z purchase decisions in Sweden's fast fashion industry because the impact of these strategies is unique to each individual's shopping journey. This means that every purchase decision is personally individual and varies depending on the consumer's unique approach to purchasing in the complex and interconnected world of integrated omnichannel strategies, where the online and offline channels are seamlessly connected to provide a unified shopping experience.

Omnikanalstrategier har förändrat arbetsmiljön i detaljhandeln genom att integrera digital teknik över flera plattformar, vilket påverkar butiksanställdas arbetsuppgifter och arbetsmiljö. Denna studie undersöker hur omnikanalstrategier har påverkat arbetsuppgifterna för anställda i klädbutiker. Genom kvalitativa intervjuer med butiksanställda framkom det att implementeringen av omnikanalstrategier har lett till en ökning av tekniskt avancerade uppgifter, såsom hantering av onlinebeställningar och synkronisering av lagerstatus. De anställda har också behövt utveckla nya digitala färdigheter för att möta dessa krav. Resultaten visar att även om tekniken har förbättrat effektiviteten, har den också ökat arbetsbelastningen och komplexiteten i arbetsuppgifterna, vilket ibland leder till stress och utmaningar med att balansera kundservice mellan digitala och fysiska plattformar. Den mänskliga interaktionen förblir dock en viktig komponent för att leverera en tillfredsställande kundupplevelse. / Omnichannel strategies have transformed the retail work environment by integrating digital technology across multiple platforms, impacting the tasks and work environment of store employees. This study examines how omnichannel strategies have affected the tasks of employees in clothing stores. Through qualitative interviews with store employees, it was found that the implementation of omnichannel strategies has led to an increase in technically advanced tasks, such as handling online orders and synchronizing real-time inventory status. Employees have also had to develop new digital skills to meet these demands. The results show that while technology has improved efficiency, it has also increased the workload and complexity of tasks, sometimes leading to stress and challenges in balancing customer service between digital and physical platforms. However, human interaction remains an essential component for delivering a satisfactory customer experience.