Retailer and consumer perceptions of online fashion retailers: Web site design issues

Noreen Siddiqui (Glasgow Caledonian University, Glasgow, UK)
Antonia O’Malley (Glasgow Caledonian University, Glasgow, UK)
Julie C. McColl (Glasgow Caledonian University, Glasgow, UK)
Grete Birtwistle (Glasgow Caledonian University, Glasgow, UK)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Publication date: 1 December 2003


Examines the Web sites of online fashion retailers. It evaluates the role of the Internet as a distribution channel and in particular discusses issues of Web page design. Retailer and consumer views within the fashion sector are explored in a three‐stage qualitative research process. This research highlights the differences in retail and consumer perception of fashion Web sites. While retailers are satisfied by their online offer they lack an understanding of consumer needs. Consumers are disappointed in the lack of service and product provision provided by fashion Web sites. Areas of concern include overall Web page design, level of interactivity, absence of information about fashion trends and inconsistency across Web sites.



Siddiqui, N., O’Malley, A., McColl, J.C. and Birtwistle, G. (2003), "Retailer and consumer perceptions of online fashion retailers: Web site design issues", Journal of Fashion Marketing and Management, Vol. 7 No. 4, pp. 345-355.

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