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The aim of this study is to explore the role and impact of action research in the adoption of circular economy strategies by a fashion retail brand. This exploration is motivated by the need to address the underutilization of action research in management studies, despite its potential to foster a deep understanding of organizational processes and to drive positive transformations. The study seeks to illustrate how action research can contribute to the practical implementation of sustainability initiatives, specifically within the context of new environmental legislation and growing demands for sustainable practices in retailing.

This research employs an action research methodology, particularly suited to the retail field, where understanding and influencing organizational processes are key. Through a detailed case study of a fashion retail brand, the study illustrates how action research facilitates the adoption of circular economy strategies.

The findings of this study underscore the effectiveness of action research in implementing circular economy strategies within the fashion retail industry. Specifically, it highlights how this approach has led to the successful reduction of waste and reintegration of products into their lifecycle.

The originality of this study lies in its thorough application of action research to measure and refine the outcomes of circular economy strategies in retailing. This novel approach provides substantial insights into the potential of the circular economy to drive practical innovations in business practices within retail.

This research focuses on common misconceptions about the factors driving women to purchase footwear impulsively. Its primary objective is to explore how emotional and social triggers specifically influence women's purchasing decisions, contrasting with the traditionally rational consumer models.

An online questionnaire was administered to a sample of women, yielding 199 useable responses.

The findings reveal the key determinants of women's impulsive retail footwear purchases, which include self-regulation, hedonic motivations and the influence of the retail store environment. This research challenges the prevailing assumption that women's passion for shopping is driven solely by inherent characteristics and suggests that external factors substantially shape their impulsive buying behaviour. In summary, the stereotypical portrayal of women as compulsive retail footwear shoppers may result more from external stimuli and environmental factors rather than an intrinsic trait.

This study improves the existing knowledge of women’s impulsive buying behaviour by unveiling the determinants of women's impulsive footwear purchases and assessing whether prevailing stereotypes hold true.

E-commerce has become an essential and highly competitive channel for e-retailers, who have felt the need to invest in the experience delivered to customers. Therefore, it becomes necessary to unveil the online customer experience so that brands can improve their offerings. In this study, the authors proposed a model that explores customer experience on websites, namely, what concerns the use of the latest technological developments such as artificial intelligence, augmented reality and virtual reality.

The study offers a model to explore and compare the online consumer experience in e-commerce websites, considering eight dimensions that cover recent technological advances. A multiple case study that evaluated companies in the footwear industry was used to assess the model's applicability. The case study methodology considered two distinct segments, the high-price and low-price segments.

The data collected by the websites' examination enabled us to confirm part of the suggested propositions. However, propositions concerning new technologies were not proved. Opportunities for improvement were identified, especially for high-price segment companies, since the results showed that these companies provide a less pleasant consumer experience than those of the opposing segment.

This study extends the scope of the online consumer experience by introducing more contemporary dimensions. Additionally, the model allows an evaluation and comparison of the knowledge delivered by several online retailers, using the Portuguese footwear industry as a reference.

In today's world, retailers must embrace technological devices to provide fluid, convenient and complete customer experiences. Therefore, combining the offline and online spaces into a single strategy becomes essential, representing a significant opportunity for retailers to improve customer experience. Therefore, this study aims to explore and compare the importance of digital elements in an omnichannel experience by companies in the luxury and non-luxury segments.

The research offers a model to explore and compare the omnichannel strategies that brands use, considering six dimensions that cover recent technological advances, thus offering a complete experience to their customers. A multiple case study was selected based on a sample of six international companies from two different price segments (luxury and non-luxury).

The data collected allowed the authors to verify the presence of some dimensions, even though some had little evidence. Nevertheless, the dimensions connectivity, innovativeness and flexibility (only in luxury segment companies) were not present. Overall, and even though they present just little evidence, the results showed that retailers for the luxury segment invest more in delivering digital experiences within omnichannel strategies than the non-luxury ones.

This study improves the existing knowledge of omnichannel retailing. By analysing and comparing the omnichannel experiences, companies can identify areas for improvement and enhance the overall customer journey. Additionally, the model allows managers to compare and re-evaluate their omnichannel strategies with other competitors to gain competitiveness in an ever-evolving market.