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apparel fashion garments style project
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AAFA/VICS RFID EPC Committee Meeting
Consumer Perspective of RFID in Apparel Retail
Sanchit Tiwari
VICS/AAFA RFID EPC Committee MeetingJanuary 16th, 2007
AAFA/VICS RFID EPC Committee Meeting
RFID and the Consumer
• Consumer interaction with RFID at the retail level
• For higher acceptance, businesses need to:
– maximize consumer benefits
– minimize consumer risks (price, privacy etc)
– Increase observability and awareness of the
technology amongst consumers
AAFA/VICS RFID EPC Committee Meeting
Current State of RFID: The Chasm
Technology Adoption Life Cycle (Moore 1991)
AAFA/VICS RFID EPC Committee Meeting
Consumer Benefits of RFID
• Garment tracking within a store
• Real-time replenishment prevents stock outs
• Faster self-checkout due to multiple item scanning
• RFID loyalty cards for customer specific shopping
reminders and promotions
• Magic mirrors and RFID closets for detailed information
about the garment
AAFA/VICS RFID EPC Committee Meeting
Consumer Risks/Issues
• RFID tags can used as tracking devices
• Shopping information stored on RFID enabled loyalty
cards invade privacy
• RFID infrastructure and tags lead to increased item
price
AAFA/VICS RFID EPC Committee Meeting
Research Question
Can consumer knowledge of RFID technology
and applications increase the overall
acceptance of the technology?
AAFA/VICS RFID EPC Committee Meeting
Risk
Relative Advantage
SimplicityTrialability
Observability Compatibility
Theory of Innovation Diffusion (Rogers, 1995)
AAFA/VICS RFID EPC Committee Meeting
Research Methods
• Case studies
• Online survey
AAFA/VICS RFID EPC Committee Meeting
Case Studies
• Development of case studies on RFID initiatives
in apparel retail
– Marks & Spencer
– Prada
– Benetton
AAFA/VICS RFID EPC Committee Meeting
Online Survey
• Online survey of a random, representative sample of
men and women across the US (n = 150)– Sample purchased from a Connecticut-based sampling firm
• Experiment design
Pre-test Treatment (information) Post-test
AAFA/VICS RFID EPC Committee Meeting
AAFA/VICS RFID EPC Committee Meeting
Expected Results
• Consumer perceptions of RFID benefits and issues
• Effect of RFID on consumer shopping behavior
• Target consumer segments for RFID based on
demographic, geographic and behavioral variables
AAFA/VICS RFID EPC Committee Meeting
Acknowledgements
Prof. Suzanne LokerProfessor and J.Thomas Clarke Professor of Entrepreneurship and Personal Enterprise
Department of Textiles & Apparel
Cornell University
Mr. Paul ChamandyV.P. New Business Development
Apparel Systems
Paxar Americas, Inc.,
Graduate Student FundingCollege of Human Ecology
Cornell University
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