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How to Use Sizing Technology and Fashion Metadata to Improve the User Experience for Online Fashion Retail
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Author(s): Fanke Peng (University of Canberra, Australia), Alessandra Vecchi (University of the Arts London, UK), Mouhannad Al-Sayegh (University of the Arts London, UK)and Susan Hamilton (University of the Arts London, UK)
Copyright: 2016
Pages: 19
Source title:
Handbook of Research on Global Fashion Management and Merchandising
Source Author(s)/Editor(s): Alessandra Vecchi (London College of Fashion, U.K.)and Chitra Buckley (London College of Fashion, U.K.)
DOI: 10.4018/978-1-5225-0110-7.ch011
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Abstract
This chapter aims to open a dialogue on the importance and influence of sizing technology and fashion metadata on fashion e-commerce, especially the use of body metadata and garment metadata. It describes the e-Size project, its objectives, its contribution to specific innovation areas, the methodological approach adopted, as well as presenting the results of an exploratory survey administered to a convenience sample of customers in the attempt to assess the potential validity of the use of sizing software applications amongst fashion retailers. The chapter consists of six sections. The first section outlines the opportunities and challenges for online fashion retailers, the second and third sections analyze fashion metadata (What & How) and Size Technologies for Online Fashion Retail, the fourth section describes the methodology adopted. While the fifth section highlights the preliminary findings of the research, the final section illustrates the conclusion, their limitations and directions for further research.
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