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

Simeonka Petrova – Tsenov Academy of Economics, 2 Em. Chakarov Str., 5250 Svishtov, Bulgaria

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.

LIMEN Conference

9th International Scientific-Business Conference – LIMEN 2023 – Leadership, Innovation, Management and Economics: Integrated Politics of Research – SELECTED PAPERS, Hybrid (Graz University of Technology, Graz, Austria), December 7, 2023

LIMEN Selected papers published by the Association of Economists and Managers of the Balkans, Belgrade, Serbia

LIMEN Conference 2023 Selected papers: ISBN 978-86-80194-79-0, ISSN 2683-6149, DOI: https://doi.org/10.31410/LIMEN.S.P.2023

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

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