Strategic Omnichannel Personalization and Its Influence on the Plus-Size Women's Fashion Market

Abstract

Amidst the growing prevalence in online transactions and rapid technological advancements, the Plus-Size Women’s Fashion Market represents a dynamic landscape with significant opportunities yet to be fully explored. This research embarks on an exploration targeting women aged 18 and above to unravel the intricacies of this market, with a specific focus on the effectiveness and applicability of Omnichannel Personalization strategies. As the digital landscape evolves, consumer expectations have ascended, prompting a need for tailored shopping experiences. This study aims to explore the multifaceted realm of Omnichannel Personalization by employing a Quantitative method to understand the nuanced requirements of Plus-Size Women by delving into online platforms, mobile applications, and physical stores. The research aims to analyze the influence of size inclusivity, inclusive imagery, and personalized experiences across various channels to accommodate diverse fashion preferences, address social stigmatization, ethical and privacy concerns, and cultural nuances. By identifying challenges and offering insights, this study provides strategies tailored to meet the diverse needs of the target market. This research also focuses on opportunities arising from the intersection of Omnichannel Personalization and the Plus-Size Women’s Fashion Retail Market. Through a comprehensive statistical analysis of the collected data, the study seeks to identify avenues for innovation, growth, and market expansion. Hence, aims to offer valuable insights for businesses to harness the potential within this growing niche. This research is anticipated to contribute to both academic and practical domains. It envisions a future where the Plus-Size Women’s Fashion Market is not only understood but actively catered to through personalized, seamless inclusivity and intersectionality within the fashion industry.