ONLINE APPAREL SHOPPING BEHAVIOUR: A CASE OF MILLENNIAL WOMEN FROM KWAZULU-NATAL

The research examined millennial women's online apparel shopping behaviour from KwaZulu-Natal. It utilised a quantitative and exploratory research approach. A total of 255 millennial women from KwaZulu-Natal were selected using non-probability sampling, with purposive sampling employed. The data collected was analysed using SPSS, incorporating both descriptive and inferential statistics and the results were presented using charts and frequency tables. The study suggests that addressing factors such as body representation, product quality visibility, safety concerns, logistical challenges, cultural representation, inclusive fashion ranges, and community engagement can significantly enhance the online shopping experience for South African millennial women. These findings have significant implications for marketing, fashion, and textiles, as they provide insights into the preferences and behaviours of a key consumer demographic. Implementing these recommendations could lead to a more inclusive and sustainable online shopping sector, thereby improving the online shopping experience for millennial women. The findings of this research underscore the need for future research to explore specific dimensions of the online shopping behaviour of young women and to investigate the perceptions of individuals without internet access, highlighting the potential for further exploration and the importance of the topic.