Project Abstract

Abstract
This research project focuses on the analysis of online consumption trends in the fashion sector in France. The evolution of technology and the rise of e-commerce have significantly transformed consumer behavior, particularly in the fashion industry. This study aims to explore and understand the various trends in online fashion consumption in France, considering factors such as changing consumer preferences, the impact of social media influencers, and the role of sustainability in purchasing decisions. The research will start with a comprehensive introduction that sets the context for the study, followed by an exploration of the background of the fashion industry in France and the increasing prominence of online retail within this sector. The problem statement will identify the gaps in existing research and highlight the need for a detailed analysis of online consumer behavior in the fashion industry. The objectives of the study include examining the factors influencing online fashion consumption, identifying key trends shaping consumer behavior, and analyzing the implications of these trends for fashion retailers and marketers. The limitations of the study will be acknowledged, such as constraints related to data availability and sample size, while the scope of the research will outline the specific focus areas and methodologies to be employed. The significance of this study lies in its potential to provide valuable insights for fashion businesses seeking to optimize their online marketing strategies and enhance their understanding of consumer preferences. By examining trends in online fashion consumption, this research aims to contribute to a deeper understanding of the evolving dynamics within the fashion industry and inform future decision-making processes. The structure of the research will be clearly outlined, detailing the organization of chapters and the flow of the study. Definitions of key terms related to online fashion consumption and consumer behavior will be provided to ensure clarity and consistency throughout the research. The literature review will delve into existing studies and theories related to online consumer behavior, fashion marketing, and e-commerce trends, providing a theoretical framework for the research. The methodology chapter will outline the research design, data collection methods, and analytical approaches to be used in the study. Through a detailed discussion of the findings, Chapter Four will present the results of the analysis, highlighting key trends and insights gleaned from the data. This chapter will offer a comprehensive examination of the implications of these findings for the fashion industry and provide actionable recommendations for businesses aiming to capitalize on online consumer trends. Finally, the conclusion and summary chapter will synthesize the key findings of the research, recapitulate the main arguments, and offer suggestions for future research directions. By analyzing the trends in online fashion consumption in France, this study aims to contribute to a deeper understanding of consumer behavior in the digital age and provide strategic insights for fashion businesses navigating this dynamic landscape.

Project Overview