What drives generation-Y women to buy fashion items online

Fashion retailers, marketers, and app designers must captivate their dominant consumers: Generation-y women. Nevertheless, existing research and design practice is grounded in older apps and older generations: Generation-x. Through 27 semi-structured interviews, we define generation-y’s unique inter...

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Bibliographic Details
Main Authors: Christopher J. Parker, Hsin-Yun Kuo
Format: Default Article
Published: 2021
Subjects:
Marketing
Retail
Design
Millennials
M-Commerce
Fashion
Online Access:https://hdl.handle.net/2134/14661192.v1
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