Millennial women preferences on bricks-and-mortar retail, in the era of digitalization: a study of fashion industry / Fatin Fasihah Mohd Zainy

The purpose of this research is to identify the most significant variable to measure determinants of the millennial women preferences on bricks-and-mortar retail in the era of digitalization, which is a study of fashion industry. There are five independent variables to measure the millennial women preferences on bricks-and-mortar retail which are product assortment, product value, services provided, facilities and atmosphere. The research is being conducted towards millennial women which is in the range of age 20 years old to 38 years old. The information is gathered by distribution of questionnaire to the respondents by using convenience sampling. Out of 300 questionnaires distributed, only 128 questionnaires comply with the chriterion needed.

The feedbacks on the answered questionnaires was analyzed and summarized by using the Statistical Package for Social Science (SPSS). Statistical analysis such as frequency analysis, reliability analysis, correlation analysis and multiple regressions were used. The results of the research shows that out of five independent variables, only three of the variables which are services provided, facilities, and atmosphere are significant while product assortment and product value are not significant towards millennial women preferences on bricks-and-mortar retail. The findings of this study may contribute to strategic planning of how to maintain the availability of bricks-and mortar store in this era of digitalization. Several suggestions for future research are also presented in this study.