RESISTANCE IN THE SPORT APPAREL AND FOOTWEAR ONLINE INDUSTRY / Hadrien MARGAIL / 2020

Titre : RESISTANCE IN THE SPORT APPAREL AND FOOTWEAR ONLINE INDUSTRY Type de document : Mémoire Auteurs : Hadrien MARGAIL, Auteur Année de publication : 2020 Importance : 30 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Mots-clés : Management CONSOMMATEUR ; INNOVATION ; RESISTANCE AU CHANGEMENT ; SPORT ; TEXTILE SECTEUR Résumé : Online sales have gained more and more ground over in-store sales. This started with certain industries, particularly with easily dematerializable products such as films or video games. But very quickly, even industries that could not dematerialize their products saw their customers turn to online shopping. This is the case for example of the fashion industry with the advent of brands such as Zalando or Zappos. Sportswear and sports shoes had until now resisted this digital frenzy because of the difficulty of perceiving their fundamental characteristics on the Internet. But the trend is changing. Consumers mainly buy on the internet because they have the possibility to compare prices and have more choice. In order to allow consumers to keep these advantages while at the same time allowing them to have a better idea of the product's characteristics, this paper looks at the different difficult steps in the process of buying sportswear and shoes on the Internet. It is examining the academic literature on the topics of resistance to innovation and then narrow it to the case of online shopping. The quantitative study reveals that the lack of key information and the need to see and touch products are major factors in the resistance to buying sportswear and footwear on the internet. To counter this, two solutions seem interesting for managers to explore: more concrete, relevant and reassuring reviews and 3D avatars that would allow consumers to virtually try products and see the embedded technologies. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529185