The Evolution of E-Business Environment in Fashion Sector

Businesses have been changed considerable over the past years as the technology has played strategic role in gaining competitive advantage in the market. The new era of Internet enables major corporations to develop and establish stronger relations with customers and other businesses based on the quick movement of the information and the quick response to customers´ requirements. The business environment is changing continuously and the technology has become the mean for managing the challenges of the recent days with the most efficient and accurate way. The capabilities of the Internet are numerous as via its well developed infrastructure the companies can link their internal and external data processing systems more efficiently and flexible by working closely with suppliers and partners, collaborating on sales promotions, doing joint research and better manage customers expectations. Going online, a company has to decide which of the E-Business models suits better to its goals. This paper will introduce the different E-Business models which exist according to the literature review and then it will identify which is the most preferable for fashion businesses. Then it will investigate customers´ preferences in buying clothing and fashion products online and also how familiar are with internet purchases. As the meaning of E-Business is broad and multi-functional this pilot study will be focused more on e-commerce and will examine a number of fashion retailers according to their Business to Customer (B2C) model and their communication and interaction with their customers. An assessment of how risky this model can be for both sides will give a clear idea of how safe e-purchases can be for customers and how the companies can gain competitive advantage in the market over their competitors.