Next Fashion Retail

Next Fashion Retail is subsidized by the National Agency for Practical Research SIA and is a collaboration between The Hague University of Applied Sciences, TMO Fashion Business School, CUBE retail, retailers and industry partners Modint, Inretail and Euretco. The Hague University of Applied Sciences and TMO Fashion Business School, together with CUBE retail, are the implementing parties. Students from these colleges carry out research and design innovations in co-creation with the retailers. Representatives of more knowledge institutions are also involved in the Advisory Council.

Next Fashion Retail wants to research how services, expertise, the atmosphere and the unique retail experience can influence the buying behaviour for sustainable clothing and what role the SME multi-brand retailer can play in this customer journey. This involves knowledge of consumer needs (1), influencing behaviour (2) and the test results of different retail approaches (3) to persuade consumers to make a (more) sustainable purchase.

Although consumers indicate that they value sustainable aspects of clothing, the range of sustainable clothing offered by SME multi-brand fashion retailers doesn't sell well. Next Fashion Retail (NFR) has formulated the research question: How can SME multi-brand fashion retailers design their customer journey to increase the sales of (more) sustainable clothing?