Last year was characterized by the pandemic diffusion of the CoVid virus that has brought with it severe changes in our lives. Everything we used to do, from working to study, from spending our free time to purchase groceries and clothes has been redefined in order to mitigate and reduce the diffusion of the disease. Among all sectors, fast fashion has suffered more than others and specifically the brick and mortar stores took the hardest hit from the various government restrictions. All the shops considered not essential had to close their doors, as a consequence retailers went through a major economic downturn. This report as the aim to investigate how the biggest brands operating in the fast fashion sector are dealing with the restrictions imposed in optic to survive. The goal is to understand and highlight which actions were implemented to enhance and modify the customer experience and journey. The brands investigated were chosen among the ones owning a store in the metropolitan area of Milan. In order to find this potential changes, a combination of online research through the website, and channels of communication of each brand was exploited. In addition, when feasible, a real visit into the store was performed to catch as many information as possible. To give sense to all this work, a previous literature review was conducted in order to have a comprehensive vision of all the directions and current developments that the research is exploring and linking this results with various aspects encountered during my evaluations.
L'anno scorso è stato caratterizzato dalla diffusione pandemica del virus CoVid che ha portato con sé gravi cambiamenti nella nostra vita. Tutto quello che facevamo, dal lavoro allo studio, dal tempo libero all'acquisto di generi alimentari e vestiti, è stato ridefinito per mitigare e ridurre la diffusione della malattia. Tra tutti i settori, il fast fashion ha sofferto più di altri ed in particolare i negozi sono stati i più colpiti dalle varie restrizioni governative. Tutti i negozi ritenuti non essenziali hanno dovuto chiudere i battenti, di conseguenza i rivenditori hanno attraversato una grave recessione economica. Questo report ha lo scopo di indagare come i più grandi marchi che operano nel settore del fast fashion stanno affrontando le restrizioni imposte in ottica di sopravvivenza. L'obiettivo è capire ed evidenziare quali azioni sono state implementate per migliorare e modificare la customer experience. I brand indagati sono stati scelti tra quelli proprietari di un punto vendita nell'area metropolitana di Milano. Per individuare i potenziali cambiamenti, è stata sfruttata una combinazione di ricerca online attraverso il sito web ufficiale del marchio ed altri canali di comunicazione. Inoltre, quando possibile, è stata eseguita una vera e propria visita al punto vendita per raccogliere quante più informazioni possibili. Per dare un senso a tutto questo lavoro, è stata condotta una precedente revisione della letteratura al fine di avere una visione completa di tutte le direzioni e gli sviluppi attuali che la ricerca sta esplorando, collegando questi risultati con i vari aspetti incontrati durante le mie valutazioni.
The impact of CoVid-19 on fast fashion sector : evaluation of different approaches from retailers
Centurion, Bryan
2020/2021
Abstract
Last year was characterized by the pandemic diffusion of the CoVid virus that has brought with it severe changes in our lives. Everything we used to do, from working to study, from spending our free time to purchase groceries and clothes has been redefined in order to mitigate and reduce the diffusion of the disease. Among all sectors, fast fashion has suffered more than others and specifically the brick and mortar stores took the hardest hit from the various government restrictions. All the shops considered not essential had to close their doors, as a consequence retailers went through a major economic downturn. This report as the aim to investigate how the biggest brands operating in the fast fashion sector are dealing with the restrictions imposed in optic to survive. The goal is to understand and highlight which actions were implemented to enhance and modify the customer experience and journey. The brands investigated were chosen among the ones owning a store in the metropolitan area of Milan. In order to find this potential changes, a combination of online research through the website, and channels of communication of each brand was exploited. In addition, when feasible, a real visit into the store was performed to catch as many information as possible. To give sense to all this work, a previous literature review was conducted in order to have a comprehensive vision of all the directions and current developments that the research is exploring and linking this results with various aspects encountered during my evaluations.| File | Dimensione | Formato | |
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The impact of CoVid-19 on fast fashion sector evaluation of different approaches from retailers.pdf
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https://hdl.handle.net/10589/175315