Innovative Approaches in Fashion Retailing

Intense competition in retailing industry forces retailers to find new ways to attract consumers. Innovation stands out as a way to differentiate a company and gain a competitive advantage in this competitive environment. Like almost all industries, innovation appears to be one of the most crucial success factors in the retail industry. This paper aims to provide insights about the innovative practices of fashion retailers in order to explain the technologies that can be used by fashion companies operating in retailing. Radio frequency identification, body scanning, virtual-try-on, augmented reality and magic mirror are discussed as innovative approaches in fashion retailing. The fashion retailers can benefit from those approaches to better understand and reach consumers.