Inspired by my strong interest within the retail sector and the online fashion market, the focus for my dissertation was on whether the online retail shopping market was affecting the traditional bricks and mortar stores presence. The topic for this dissertation was 'ONLINE VS. IN STORE: Is the online market affecting the traditional bricks and mortar store?'

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In order to gain a greater understanding of the topic, various focus groups and interviews took place. These interviews included Richard Hyman from Richard Talks Retail, a retail industry expert for over thirty years, who has been analysing and advising on retail markets and their key players. But also a member of the team at KillSpencer, a hybrid store based in LA who was interviewed to give a better perspective on the concept of hybrid stores and why they feel it appeals to the consumers. 

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The focus groups were to gain insight from a various range of genders, age groups and locations to determine their opinions and views on online shopping and shopping in store. 

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Further research from different resources such as the internet sources, books titled 'The new rules of retail: Competing in the world’s toughest marketplace' by Lewis, R. and Dart, M, 'The end of work: The decline of the global labor force and the dawn of the post-market era.' by Rifkin, J and 'Why we buy: The science of shopping' by Underhill, P. 

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The dissertation was then concluded where it was found, that even though the online shopping market is growing, it is still does not have a significant market share within the fashion industry compared to the in store retail sector. Emerging trends that are bringing online and in store together are virtual reality but it also can't be ignored that the new consumer, Generation Z who is the youngest consumer tribe is influencing market trends and advertisers should be looking to target them.