Tracking technology diffusion in-store: a fashion retail perspective

Continuous change has long been recognized as a core characteristic of retailing, its recent acceleration unprecedented, yet innovation in retailing remains under-researched, especially within fashion retailing. Therefore, the aim of this paper is to generate a deeper understanding of if, and to what extent, fashion retailers across different market segments are innovating in terms of in-store technology diffusion over time by taking a longer-term perspective over five years.