INOVACIJE U TEHNOLOGIJI U FUNKCIJI UNAPREĐENJA PRODAJE ODJEĆE

undergraduate thesis

• Title (english): INNOVATIONS IN TECHNOLOGY IN THE FUNCTION OF IMPROVMENT OF CLOTHING SALES
• Author: Marina Sinković
• Mentor: Sanda Renko (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2021-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Svrha ovog rada je utvrditi u kojoj mjeri inovacije u tehnologiji mogu doprinijeti funkciji unapređenja prodaje odjeće. Kontinuirano se ispituju i pronalaze novi načini za povećanje iskustva kupaca u prodavaonici s ciljem maksimiziranja prodaje. Intenzivna konkurencija u maloprodaji prisiljava trgovce za pronalaskom novih načina i metoda za privlačenje potrošača te se u radu inovacija ističe kao način razlikovanja poduzeća i stjecanja konkurentske prednosti u ovom segmentu poslovanja.
Način na koji kupujemo stalno se mijenja i trgovci su primorani pratiti trendove žele li biti u korak s potrebama kupca i konkurencijom. U ovom se radu analiziraju nedostaci uobičajenog predstavljanja odjeće u prodavaonici i izlogu zbog čega se javlja potreba za inovativnijim pristupom visual merchandisingu, daje se kratki pregled koliko je tržište mode relevantno u ekonomskom smislu, predstavljaju se aktualne inovacije u tehnologiji koje se koriste za unapređenje odjeće i ispituje na koje načine poduzeća mogu integrirati tehnologiju u svrhu unapređenja prodaje odjeće u prodavaonicama.
Rezultati provedenog istraživanja prikazuju da bi tehnološke inovacije u prodavaonici izazvale pozitivne reakcije potrošača, potaknule kupnju proizvoda i doprinijele prepoznatljivosti prodavaonice ili marke odjeće.

Abstract (english)

The purpose of this paper is to determine how innovations in technology can contribute to the function of improving clothes sales. New ways to increase the customer experience in the store with the aim of maximizing sales are continuously tested and improving. Intense competition in retail forces retailers to find new ways and methods to attract consumers, and this paper stands out an innovation as a way to differentiate companies and gain a competitive advantage in this segment of business.
The way we buy is constantly changing and retailers need to put effort and follow trends if they want to keep up with customer needs and competition. This paper analyzes the shortcomings of the usual presentation of clothing in the store and window display, which is why there is a need for a more innovative approach to visual merchandising, gives a brief overview of the fashion market is economically relevant, presents current innovations in technology used to improve clothing and examines ways companies can integrate technology to improve in-store clothing sales.
The results of the research show that technological innovations in the store would provoke positive reactions from consumers, encourage the purchase of products and contribute to the recognition of the store or brand of clothing.

• Keywords: visual merchandising; tehnologija i inovacija; maloprodaja odjeće; uređenje izloga; moda; prodavaonica odjeće; virtualno ogledalo; interaktivna kabina; interaktivni izlog
• Keywords (english): visual merchandising; technology and innovation; fashion retail; window display; fashion; clothing store; virtual mirror; interactive cabin; interactive window display
• Language: croatian
• URN:NBN: urn:nbn:hr:148:333715
• Study programme: Title: Business Economics; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a pristupnik/pristupnica ekonomije (stručni/a pristupnik/pristupnica ekonomije)
• Type of resource: Other
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2021-09-22 08:20:43