The behavior of buying fashion products in the country compare with buying pre-order fashion products from abroad

Abstract

          In today's world Online businesses play a significant role in daily life, especially in the fashion industry, which has gained high popularity. This trend has been accelerated by the spread of COVID-19 pandemic, leading to changes in consumer behavior and lifestyles. Consumers are increasingly relying on technology due to its convenience, ease and accessibility. As a result, both the number of consumers and sellers in the online market have continued to grow steadily.

The study results reveal that in the motivation aspect, 56.1% of the sample group exhibit purchasing behavior for both domestic and international pre-ordered fashion products, while 43.9% engage only in domestic fashion purchases. Regarding suppliers, in-depth interviews uncovered numerous challenges and obstacles in this business due to high market competition. Additionally, issues related to transportation and inventory management were identified, given the fast fashion nature of the products causing popularity fluctuations. The transient nature of fashion products contributes to a decrease in popularity when the trend fades.