Adaptation and Competitive Advantage for Online Fashion Business Platforms to Next Normal Lifestyle

Abstract

               This research aims to investigate the adaptation and competitive advantage of online fashion business platforms to the Next Normal lifestyle. The target audience comprises managers, marketers, and administrators overseeing clothing stores on E-Marketplaces and social media platforms. Eight interviews were conducted with individuals from April to June 2023.

               The research findings indicate that society is transitioning into a globalized society. Consumers can easily and quickly communicate, and the use of digital technology promotes an increase in online transactions. This serves as a way to become familiar with technology.

               In the study of online business operations using the 4C’s marketing mix, the research has shown that consumer demand trends toward diverse decision-making in online clothing purchases. There are also concerns about the risks of purchasing clothes online. In terms of cost techniques, prices that are not significantly higher than the cost are set. Separating shipping costs from the price is essential to calculating costs and profits. Techniques for consumer convenience, such as optimizing the transportation system for efficiency and speed and enhancing communication methods to promote repeat purchases, resulting in a positive attitude and impression toward the brand. A positive attitude stems from trust in the consistent quality and standards of the products.