Impact Factor(JCC): 3.2176- This article can be downloaded from www.impactjournals.us IMPACT: International Journal of Research in Business Management (IMPACT: IJRBM) ISSN (P): 2347-4572; ISSN (E): 2321-886X Vol. 6, Issue 7, Jul 2018, 51-74 © Impact Journals IMPACT OF MICRO MOMENTS ON FASHION RETAIL SHOPPER’S JOURNEY Hasan Gilani 1 & Phoebe Twiss 2 1 Associate Professor/Senior Lecturer, University of Brighton, Eastbourne, England 2 University of Brighton, Phoebe is a recent graduate from University of Brighton, Eastbourne, England Received: 16 Mar 2018 Accepted: 27 Jul 2018 Published: 25 Aug 2018 ABSTRACT The new age of mobile technology and consumer reliance on such devices has changed the dynamics of buying behaviour of retail shoppers. Today’s consumer is fickle, savvy, yet very aware of technological advances that impact their everyday lives. It is imperative that contemporary retail organisations tap on such opportunities where they can optimize the use of technology by putting it to much use towards their branding and marketing strategies. This research paper explores the literature on the subject of micro-moments and how it impacts on retail shopper’s journey. Several academic contributions on the subject of m-commerce and its linkages to consumer buying behaviour have been reviewed and discussed in detail. The thorough literature review on the subject clearly indicates opportunities and scope for further research on the subject area. KEYWORDS: Mobile Technology, Micro Moments, Retail Shopping, Consumer Journey INTRODUCTION The current consumer has an increasingly strong dependence on technology, which is now being incorporated into almost every part of day-to-day life, including the shopping process, which is changing the retail landscape and consumer buying behaviour (Carlyle, 2012; Zmuda, 2012; Voropanova, 2015; Anuja and Kumar, 2018). Recently, this phenomenon of incorporating technology into buying and shopping processes, has been embraced by the fashion retail sector. This transformation of shopping behaviour is due to many recent changes in shopping dynamics such as the new innovations producing an online and offline shopping experience that is more integrated across channels of distribution, as well as the influx of mobile technology in buying behaviour in providing visually sophisticated features such as a high-resolution display (Groß, 2015; Anuja and Kumar, 2018). Due to the highly competitive nature of fashion retail, boosted by the growing fast fashion environment, it is imperative that these companies compete on all levels by incorporating mobile technology within their selling strategy (Liu et al., 2014). The embryonic trend for competing through mobile devices is furthered by the statistics that in the UK two in three adults possess a Smartphone, often using it to access the internet, especially by a younger age group (24-34) where 84% of individuals are exploring the online websitesfacilitated through mobile phones (Keynote, 2015; Lee et al., 2016). LITERATURE REVIEW - MICRO-MOMENTS The term ‘micro-moments’ was coined by Google as an approach for marketers to capture the interest of those customers turning to their smartphone for information searches (Morrison, 2016). Every action or ‘touchpoint’ that is carried out on a mobile platform has the potential to turn into a micro-moment and motivate a desired result from the