The Digital Transformation of the Retail Business: Focusing on the Online Shopping of Clothing by Consumers in the European Union
The Digital Transformation of the Retail Business: Focusing on the Online Shopping of Clothing by Consumers in the European Union

Author(s): Simeonka Petrova
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Online shopping; Digital transformation; Retail business; European consumers; Online clothing purchases
Summary/Abstract: This study presents conceptual ideas and propositions for the digital transformation of the apparel retail business and its evolutionary transformation and modeling. Empirical aspects of the development of online clothing shopping by European consumers are highlighted. The main objective of the present study is to outline more significant manifestations of the impact of digital transformation on the clothing retail business and on this basis to analyze and evaluate the change in online clothing purchases made by European consumers, taking into account the dependencies of certain economic and demographic variables such as disposable income, gender, age, education and employment status. Respondents to the study are individuals from the 27 member states of the European Union. Data on their budgets, demographic profiles and online clothing purchases are for the period 2012-2022. The measurement of the emerging dependencies between the main variable – online clothing purchases, and the selected variables is carried out with the help of computer processing software – IBM SPSS Statistics and the Excel program. The research methodology includes the application of the single linear regression and correlation method. The results obtained from the research carried out are useful for characterizing the changes occurring in the online shopping of clothing by consumers in Europe.

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