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The Role of Cross-Country Differences in International Fashion Retailing: E-Commerce Development in Spain and the UK
Abstract
The development of the Internet as a retail channel has produced a change in the complete value chain, from retailers to consumers and e-commerce means a big potential for both of them. However, in spite of this potential, the level of e-commerce development in the different EU countries is very unequal with Spain and the UK exemplifying two extremes. This chapter aims to determine if differences in fashion e-commerce, between Spain and the UK are due to the heterogeneity of consumers' behaviours and attitudes through online shopping. The results obtained confirm that there is no homogeneity in the online fashion community, what means that retailers websites should design the online experience considering the characteristics of the local Internet users. The research provides a classification of consumers based on their motivations to browse or buy fashion through the Internet with relevant implications for fashion retailers.
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