Implementacija digitalne tehnologije i zelene tranzicije u međunarodnoj maloprodaji odjeće i modnih dodataka

master's thesis

• Title (english): Implementation of digital technology and green transition in international fashion retail
• Author: Mateja Belošević
• Mentor: Ivana Štulec (mentor)
• Committee member: Tomislav Baković (član povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2024-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Ovaj diplomski rad istražuje implementaciju digitalne tehnologije i zelene tranzicije u međunarodnoj maloprodaji odjeće i modnih dodataka. Digitalne tehnologije su u potpunosti transformirale međunarodni maloprodajni sektor odjeće i modnih dodataka. E-trgovina i mobilne aplikacije omogućuju kupcima lakši pristup proizvodima i olakšavaju kupnju iz bilo kojeg dijela svijeta. Integracija online i offline kanala kroz omnichannel strategije stvara besprijekorno iskustvo za potrošače. Tehnologije poput virtualne i proširene stvarnosti omogućuju kupcima virtualno isprobavanje odjeće, smanjuje se broj vraćenih proizvoda i poboljšava njihovo zadovoljstvo. Big data analitika omogućuje brendovima duboko razumijevanje potreba i želja kupaca, prilagođavajući ponude i marketinške kampanje na temelju prikupljenih podataka. Umjetna inteligencija i chatbotovi poboljšavaju korisničku podršku, pružajući brze i personalizirane odgovore na upite kupaca. S druge strane, zelena tranzicija postaje imperativ u maloprodaji odjeće i modnih dodataka. Ekološka proizvodnja uključuje korištenje održivih materijala i energetski učinkovitih tehnologija i tako se smanjuje negativan utjecaj na okoliš i klimu.

Abstract (english)

This thesis explores the implementation of digital technology and green transition in international retail for clothing and fashion accessories. Digital technologies have completely transformed the international retail sector for clothing and fashion accessories. E-commerce and mobile applications allow customers easier access to products and facilitate purchases from anywhere in the world. Integrating online and offline channels through omnichannel strategies creates a seamless experience for consumers. Technologies like virtual and augmented reality enable customers to virtually try on clothing, reducing the number of returns and improving satisfaction. Big data analytics enables brands to deeply understand customer needs and desires, adapting offerings and marketing campaigns based on collected data. Artificial intelligence and chatbots enhance customer support by providing quick and personalized responses to customer inquiries. On the other hand, green transition is becoming imperative in clothing and fashion accessories retail.

• Keywords: globalizacija; međunarodna maloprodaja; digitalne tehnologije; zelena tranzicija
• Keywords (english): globalization; international retail; digital technologies; green transition
• Language: croatian
• URN:NBN: urn:nbn:hr:148:455802
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-09-19 17:27:26