Confused Customer : sizing and styling related matters in online fashion shopping in Sri Lanka

Abstract

The increased popularity of online shopping due to easy access, fashion retailers were opting for a different approach to increase their online sales. This study investigates the sizing and styling related matters in online fashion shopping in Sri Lanka. The study has taken a qualitative approach through a comparative content analysis of Sri Lankan and international fashion shopping websites selected from purposive sampling, and an inductive reasoning of fashion consumer survey of Sri Lanka, conducted among hundred participants who have been recruited in a mixed method approach of purposive and random sampling. The results of web content analysis highlight standard sizing and styling related indicators in fashion shopping websites and essential sizing related key indicators to be added to Sri Lankan fashion websites. The consumer survey identifies size and quality of product as key for conventional shoppers in making purchasing decisions. The study concludes the lack of such vital information in fashion shopping websites result in detaching consumers from online shopping in Sri Lanka. The study identifies web contents and presentations to attract more consumers, especially amidst the impact of Covid-19 pandemic in fashion retails. The findings are valuable for the countries sharing similar attributes in online fashion retailing globally.