What is it about?
Shopping apps are easy and enjoyable to use when their design aligns with the way people think and feel. But, designers and marketers have focused on creating apps for customers segregated by age and gender. However, there is no evidence to support this approach. If incorrect, then designers may be creating apps that never fully align with their customers' desires. Our paper addresses this problem. We surveyed 70 UK people about their attitudes towards fashion commerce, motivation to use apps, and preference for design features. We reveal that age and gender have no association with multichannel retail importance or app design. This means designers must abandon gender stereotypes, create apps based on attitudinal and motivational characteristics, and use apps to increase convenience over brand enthusiasm. If they do this, then you will get more enjoyable and useful shopping apps.
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This page is a summary of: Rethinking fashion m-commerce’s consumer profiles: attitudes, motivations, and demographics, The Journal of Marketing Theory and Practice, April 2022, Taylor & Francis,
DOI: 10.1080/10696679.2022.2045501.
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