Tracking technology diffusion in-store: a fashion retail perspective
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 31 March 2021
Issue publication date: 29 September 2021
Abstract
Purpose
Continuous change has long been recognized as a core characteristic of retailing, its recent acceleration unprecedented, yet innovation in retailing remains under-researched, especially within fashion retailing. Therefore, the aim of this paper is to generate a deeper understanding of if, and to what extent, fashion retailers across different market segments are innovating in terms of in-store technology diffusion over time by taking a long-term perspective over five years.
Design/methodology/approach
Drawing on retail change and innovation diffusion theory, the study takes a qualitative approach, using direct observation of 71 fashion stores in London (UK) in 2014 and 2019. In total, 142 stores were tabulated in Excel and qualitatively analysed manually and with NVivo.
Findings
The findings identify the innovation adoption strategies implemented, the types of in-store technologies adopted over time and the fashion retail innovation adopters.
Originality/value
The research offers new knowledge in terms of retail innovation and retail change, specifically on retail diffusion of innovation and the importance of in-store technology integration. Several practical implications for improving technology innovation management are also identified.
Keywords
Citation
Alexander, B. and Kent, A. (2021), "Tracking technology diffusion in-store: a fashion retail perspective", International Journal of Retail & Distribution Management, Vol. 49 No. 10, pp. 1369-1390. https://doi.org/10.1108/IJRDM-05-2020-0191
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited