The aim of the dissertation module was to engage in an independent research study on a specialist subject, within the fashion industry. The module was a written 8,000 word document, which explored and challenged the parameters of the chosen topic.

Interested in the future of retail, the dissertation undertook an investigation into omnichannel retailing across the retail sector specifically looking at future developments. The dissertation formulated a constructive argument into how retailers are adapting for the consumer’s ever changing habits. Through both primary and secondary research, key findings were critically analysed to formulate viable market driven recommendations.

The aim of the study was to investigate the current fashion retail environment of both in store and online, and to evaluate how omnichannel is merging the two together. Exploring how consumers are adapting to this shopping behaviour.