Development of the Framework for UK Fashion Retail Businesses with No Online Presence in Pandemic


  • Mohsin Riaz University of Northampton, Northampton, United Kingdom



online presence, ecommerce, UK fashion retail businesses, digital capabilities, ecommerce in pandemic


The objective of the study is to development of the framework for UK retail fashion business with no online business presence in pandemic. The Covid-19 pandemic hits the overall economy due to closure of stores and fear of social distancing. Due to lockdowns and physical stores closure, retail fashion businesses with no online presence faced the major drawback in sales and asked for the Government support in order to get the business operation running. In order to get rid of this issue in future, retail fashion business with no online presence or with ineffective presence needs to work on the ecommerce presence. Study suggests that, companies should develop their presence on the basis of digital capabilities, better supply chain partnerships and customer relationship management. Cost effectiveness, better remarketing strategies and less exposure to external factors such as lockdowns are the key advantages of having online presence. Along with that research figured that, fashion business with poor online presence must work on the user experience through better branding of platforms, smooth transactions, better delivery options and act according to the market trends and analysis.


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How to Cite

M. Riaz, “Development of the Framework for UK Fashion Retail Businesses with No Online Presence in Pandemic”, IJRESM, vol. 7, no. 4, pp. 166–176, Apr. 2024, doi: 10.5281/zenodo.11091083.