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Fashion and Technology: A Study Expl...

Bediako, Kimberly Adwoa.

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Fashion and Technology: A Study Exploring Digital Communication of Fashion Information Targeted at Generation Z Consumers.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Fashion and Technology: A Study Exploring Digital Communication of Fashion Information Targeted at Generation Z Consumers./
Author:	Bediako, Kimberly Adwoa.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2018,
Description:	178 p.
Notes:	Source: Masters Abstracts International, Volume: 82-11.
Contained By:	Masters Abstracts International82-11.
Subject:	Television advertising. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28283716
ISBN:	9798728206309

Fashion and Technology: A Study Exploring Digital Communication of Fashion Information Targeted at Generation Z Consumers.
Bediako, Kimberly Adwoa.

Fashion and Technology: A Study Exploring Digital Communication of Fashion Information Targeted at Generation Z Consumers. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 178 p.

Source: Masters Abstracts International, Volume: 82-11.

Thesis (M.A.)--University of Johannesburg (South Africa), 2018.

This item must not be sold to any third party vendors.

Generation Z consumers are characterised as emerging consumers with the potential of having great spending power (Priporas, Stylos, Fotiadis 2017:375). Generation Z has also been characterised as digital natives who look for digital communication that is interactive and authentic (Priporas et al. 2017:375). The use of digital technology amongst Generation Z, also referred to as the born-free generation (Leshilo 2015:[sp]), in South Africa has become a fundamental part in how this generation communicates and accesses information (Hulyk 2015:32).In South Africa not much is known around Generation Z as consumers and their preferences to current digital communication. Therefore, this study sought to explore the consumption of fashion information by South African Generation Z participants. In the study, the digital and traditional media platforms through which South African Generation Z consumers consume fashion information were identified. The opinions of South African Generation Z consumers regarding current digital fashion communication were explored. The study also identified the requirements for digital communication of fashion information targeted at the South African Generation Z participants.The study was qualitative in nature and it sought to explore the consumption of fashion information by South African Generation Z consumers. A case study research design was selected for the study. Qualitative data was gathered using a semi-structured interview in a focus group setting. The participants for the study were students at the University of Johannesburg and they were recruited using purposive sampling. The participants fell between the ages of eighteen and twenty one. The participants also had to have an interest in fashion, residing in an urban area in Gauteng, familiar with either the Android or Apple devices and familiar with various social media platforms. During the focus group session the participants' opinions and attitudes towards digital fashion communication were discussed. The findings of the focus group were analysed using a content method of analysis.The findings of the focus group suggest that the participants use Instagram, Twitter, Facebook and YouTube. Digital communication regarding online digital media platforms were identified as the most preferred outlet to access fashion information amongst the Generation Z participants. The participants prefer gaining fashion information via online platforms such as a fashion brands websites and social media platforms like Instagram.The participants' opinions regarding current fashion communication highlight their preference for social media platforms because social media gives them the option to access more than one digital platform. The study also found that participants have a desire for interaction, customisation and feeling connected with a retailer. The participant's preferences for interactive and customised communication are identified in this study as ways that would enhance the participants' shopping experience.Based on the findings from the focus group, the study proposed fashion communication tools for Generation Z users using the principles of empathic design. The first digital communication tool proposed was an interactive size communication tool that sought to enhance customer service via the websites of fashion retailers. The interactive size communication tool proposed to assist consumers in identifying the correct clothing size when shopping online where fitting the clothing prior to purchasing is not an option. The second proposed communication tool was an Interactive in-store self-service kiosk and mobile app. The communication tool sought to enhance customer service in physical stores through the implementation of interactive digital technology that allowed consumers to have access to product information specific to a physical store that they visit and shop from. The self-service kiosk also proposed to allow consumers the option to pay for products and avoid queuing.

ISBN: 9798728206309Subjects--Topical Terms:

570174
Television advertising.
Subjects--Index Terms:

Generation Z consumers

Fashion and Technology: A Study Exploring Digital Communication of Fashion Information Targeted at Generation Z Consumers.
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520 $a Generation Z consumers are characterised as emerging consumers with the potential of having great spending power (Priporas, Stylos, Fotiadis 2017:375). Generation Z has also been characterised as digital natives who look for digital communication that is interactive and authentic (Priporas et al. 2017:375). The use of digital technology amongst Generation Z, also referred to as the born-free generation (Leshilo 2015:[sp]), in South Africa has become a fundamental part in how this generation communicates and accesses information (Hulyk 2015:32).In South Africa not much is known around Generation Z as consumers and their preferences to current digital communication. Therefore, this study sought to explore the consumption of fashion information by South African Generation Z participants. In the study, the digital and traditional media platforms through which South African Generation Z consumers consume fashion information were identified. The opinions of South African Generation Z consumers regarding current digital fashion communication were explored. The study also identified the requirements for digital communication of fashion information targeted at the South African Generation Z participants.The study was qualitative in nature and it sought to explore the consumption of fashion information by South African Generation Z consumers. A case study research design was selected for the study. Qualitative data was gathered using a semi-structured interview in a focus group setting. The participants for the study were students at the University of Johannesburg and they were recruited using purposive sampling. The participants fell between the ages of eighteen and twenty one. The participants also had to have an interest in fashion, residing in an urban area in Gauteng, familiar with either the Android or Apple devices and familiar with various social media platforms. During the focus group session the participants' opinions and attitudes towards digital fashion communication were discussed. The findings of the focus group were analysed using a content method of analysis.The findings of the focus group suggest that the participants use Instagram, Twitter, Facebook and YouTube. Digital communication regarding online digital media platforms were identified as the most preferred outlet to access fashion information amongst the Generation Z participants. The participants prefer gaining fashion information via online platforms such as a fashion brands websites and social media platforms like Instagram.The participants' opinions regarding current fashion communication highlight their preference for social media platforms because social media gives them the option to access more than one digital platform. The study also found that participants have a desire for interaction, customisation and feeling connected with a retailer. The participant's preferences for interactive and customised communication are identified in this study as ways that would enhance the participants' shopping experience.Based on the findings from the focus group, the study proposed fashion communication tools for Generation Z users using the principles of empathic design. The first digital communication tool proposed was an interactive size communication tool that sought to enhance customer service via the websites of fashion retailers. The interactive size communication tool proposed to assist consumers in identifying the correct clothing size when shopping online where fitting the clothing prior to purchasing is not an option. The second proposed communication tool was an Interactive in-store self-service kiosk and mobile app. The communication tool sought to enhance customer service in physical stores through the implementation of interactive digital technology that allowed consumers to have access to product information specific to a physical store that they visit and shop from. The self-service kiosk also proposed to allow consumers the option to pay for products and avoid queuing.
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