A Study of Data Science in the Clothing Retail Industry: Qualitative Approach

Abstract:

This qualitative study investigated data science implementation in the clothing retail industry of Hong Kong and Macau, addressing the disconnect between abundant consumer data and effective targeted marketing. Drawing from Technology Acceptance Model frameworks, the research examined perceptions, challenges, and opportunities through interviews with 24 participants, including retail owners, executives, and customers. Thematic analysis revealed several key findings: retailers experience significant technical integration challenges and organizational resistance during implementation, while also reporting substantial benefits, including revenue increases and improved forecast accuracy when successful; customers value personalization conveniences while expressing privacy concerns, taking active measures to protect their data; and regional cultural and linguistic factors significantly influence implementation approaches. The study identified critical barriers including clothing-specific data complexities, real-time processing limitations, and predictive modeling challenges in trend forecasting. Future opportunities include emotional response monitoring, dynamic pricing optimization, and culturally adapted recommendation systems. The findings suggest retailers should adopt phased implementation approaches, prioritize cross-channel data integration, develop style-evolution algorithms, and implement transparent opt-in systems for data collection. This research contributes to understanding technology adoption in specialized retail environments and provides a framework for evaluating data science implementations that balance technical capabilities with organizational readiness and cultural contexts.

This Zenodo record provides a preview version of the dissertation "A Study of Data Science in the Clothing Retail Industry:  Qualitative Approach" The full and final version of the dissertation is officially archived in ProQuest Dissertations & Theses Global and can be accessed at: https://www.proquest.com/docview/3272832646?fromunauthdoc=true&sourcetype=Dissertations%20&%20Theses

Zenodo citation (APA 7th edition):

Chan, S. C. E. (2025). A Study of Data Science in the Clothing Retail Industry: Qualitative Approach. Zenodo. https://doi.org/10.5281/zenodo.17683227

ProQuest citation (APA 7th edition):

Chan, S. C. E. (2025). A Study of Data Science in the Clothing Retail Industry: Qualitative Approach (Order No. 32280097). Available from ProQuest Dissertations & Theses Global. (3272832646).  https://www.proquest.com/docview/3272832646?fromunauthdoc=true&sourcetype=Dissertations%20&%20Theses

ISBN: 9798263322120

ProQuest Publication Number: 32280097

California Southern University ProQuest Dissertations & Theses, 2025. 32280097.

Source: DAI-A 87/5(E), Dissertation Abstracts International

Copyright: Database copyright ProQuest LLC

Database: ProQuest One Academic,  ProQuest Dissertations & Theses Global