Abstract
The growth of online shopping has been a global trend throughout the apparel industry. With two prominent forms of online shopping being undertaken, mainly; e-commerce (through desktop computer or laptops), and m-commerce (either through mobile web browsers or mobile apps). The individuals within South Africa (and globally) who use mobile apps the most have been identified as the more youthful segment of Generation Y (aged from 19 to 39 years). Coupled with this, male Generation Y was identified as the more frequent user of technology, and more specifically mobile apps in comparison to their female counterparts. While the menwears industry had begun to feature more prominently within the fashion space because of the keen interest and expenditure on menswear items coming from Generation Y males...
M.Com. (Marketing Management)