This text provides a holistic integrated and in-depth perspective on the growing field of customer experience (CX) in a fashion context. Merging three core perspectives – academic creative agency and retailer – the book takes a chronological approach to tracing the evolution of customer experience from the physical store to omnichannel through channel convergence to consider the future of fashion retailing and customer experience. Beginning with the theoretical perspective customer experience evolution in a fashion retail context is traced considering the definition of customer experience physical retail the digitalisation of customer experience omni-channel retail in-store technologies and envisioning future retail CX. The retail creative agency perspective looks at how to locate and design customer experience journeys designing harmonised CX across retail brand environments online and offline responsible retailing and taking a human-centric approach to create visceral wellbeing-based experiences. Finally the retailer perspective explores real-life case studies of great customer experience from international brands including Zara Nike Ecoalf To Summer and Anya Hindmarch. Pedagogical features to aid understanding are built in throughout including chapter objectives and reflective questions. Comprehensive and unique in its approach Customer Experience in Fashion Retailing is recommended reading for students studying Fashion Retail Management Customer Experience Retail Design and Visual Merchandising Fashion Psychology and Fashion Marketing. |Customer Experience in Fashion Retailing Merging Theory and Practice | Business
