A Comparative Analysis of Online and Offline Shopping Behavior: Consumer Perceptions at Selected Fast Fashion Brands

The rapid advancement of digital technology and the growth of e-commerce have transformed the global retail industry, particularly the fast fashion sector. Retail businesses adopt new strategies to connect with consumers, strengthen relationships, and respond to changing needs and preferences. Fast fashion brands are recognized for offering trendy, visually appealing, and affordable clothing, continuously adapting to market demands and strongly influencing the purchasing behavior of younger consumers. Traditionally, consumers preferred in-store shopping because it allowed them to see, touch, and evaluate products before making a purchase. However, the COVID-19 pandemic accelerated the shift toward online shopping, significantly altering consumer buying patterns. This shift demonstrated that physical location is no longer a limitation, as purchases can be made anytime and anywhere through digital devices and internet access. This study aims to examine changes in consumer buying behavior, with particular emphasis on the growing role of digital platforms in the fast fashion shopping experience. Specifically, it compares online and offline shopping behaviors based on consumer perceptions of fast fashion brands. The research explores purchasing patterns, shopping budgets, visit frequency, factors influencing purchase decisions, and elements that encourage continued shopping. Findings indicate that online shopping is valued for convenience, competitive pricing, discounts, and delivery services, while in-store shopping offers a more personalized and hands-on experience. Overall, results highlight the clear differences between the two shopping modes, suggesting that purchasing decisions continue to evolve alongside advancements in digital technology and e-commerce. These insights may help fast fashion retailers develop strategies that enhance customer satisfaction across both shopping channels.