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.
This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.
With emerging technology transforming customer expectations, it's important to keep a laser focus on the experience companies provide their customers. Tomorrow's customers need to be targeted today! Customer experience futurist Blake Morgan outlines ten easy-to-follow customer experience guidelines that integrate emerging technologies with effective strategies to combat disconnected processes, silo mentalities, and a lack of buyer perspective. The Customer of the Future explains how today's customers are already demanding frictionless, personalized, on-demand experiences from their products and services, and companies that don't adapt to these new expectations won't last. This book prepares your organization for these increasing demands by helping you do the following: Learn the ten defining strategies for a customer experience-focused company. Implement new techniques to shift the entire company from being product-focused to being customer-focused. Gain insights through case studies and examples on how the world's most innovative companies are offering new and compelling customer experiences. Tomorrow's customers will insist on experiences that make their lives significantly easier and better. Craft a leadership development and culture plan to create lasting change at your organization!
Explores the coming retail revolution, which will affect retailers of all sizes. The author paints a bold vision of the future, where the very concept of what a store is, how consumers shop and even what retail's core revenue model is, will all be profoundly reinvented, and he illustrates the vast opportunities available for courageous brands and business leaders. With real world examples and insights from industry disruptors
Fashion has been steadily moving from the brick and mortar to the digital market. As such, it is increasingly vital to research new methods that will help businesses to grow and succeed in this new sphere. Advanced Fashion Technology and Operations Management is a pivotal reference source for the latest development management strategies, fashion marketing, international business, and fashion entrepreneurship. Featuring extensive coverage across a range of relevant perspectives and topics, such as online shopping behavior, digital fashion, and e-commerce, this book is ideally designed for professionals, entrepreneurs, students, and researchers.
In the world of economics and business, engaging with loyal customers while also seeking out new, potential customers is a must. With the recent advancements of social media technology, these operations have increased the need for more developed methods to mesh consumer-business relationships and retention. The Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences is a thought-provoking reference source that provides vital insight into the application of present-day customer relationship management within the retail industry. While highlighting topics such as digital communication, e-retailing, and social media marketing, this publication explores in-depth merchandiser knowledge as well as the methods behind positive retailer-consumer relationships. This book is ideally designed for managers, executives, CEOs, sales professionals, marketers, advertisers, brand managers, retail experts, academicians, researchers, and students.
Success in the fashion industry is not solely based on creativity and innovation; thought-out strategy and an astute application of management concepts are just as essential. The second edition of Fashion Management: A Strategic Approach is the ideal companion for students determined to understand the strategic frameworks vital to achieving success in the highly competitive world of fashion. With its international approach and features, including abstracts from key Bloomsbury Fashion Business Cases in each chapter, this is the go-to guide for students getting to grips with the issues facing fashion organisations today. Covering prominent brands such as Prada, Glossier, Nike and ASOS, as well as SMEs like Elvis and Kresse, this text not only prepares readers for academic success, but also for the diversity of the real-world fashion industry. The second edition of Fashion Management includes: · A new chapter on 'Managing Routes to Fashion Markets', reflecting the growing precedence of digitalisation and omnichannel retailing in the contemporary fashion industry. · A new chapter on 'Fashion Law', highlighting the importance of recognising and responding to legal issues such as intellectual property law, data protection, consumer law and influencer culture. · Substantial new material on ethics, sustainability and Corporate Social Responsibility (CSR), an understanding of which is vital as calls for transparency in the fashion industry continue to grow. · Additional and updated case studies covering a range of fashion companies from all over the world, including India, Australia, France, the UK, and many more. This is an ideal textbook for those studying on undergraduate and postgraduate degree courses in fashion management and fashion marketing. The book is also an important supplementary resource for courses in marketing, retailing and business studies.
Traditional retail is becoming increasingly volatile and challenged as a business model. Brick-and-mortar has shifted to online, while online is shifting into pop-up storefronts. Virtual stores in subway platforms and airports are offering new levels of convenience for harried commuters. High Street and Main Street are becoming the stuff of nostalgia. The Big Box is losing ground to new models that attract consumers through their most-trusted assistant—the smartphone. What’s next? What’s the future for you—a retailer—who is witnessing a tsunami of change and not knowing if this means grasping ahold of new opportunity or being swept away? The Retail Revival answers these questions by looking into the not-so-distant retail past and by looking forward into a future that will continue to redefine retail and its enormous effect on society and our economies. Massive demographic and economic shifts, as well as historic levels of technological and media disruption, are turning this once predictable industry—where “average” was king—into a sea of turbulent change, leaving consumer behavior permanently altered. Doug Stephens, internationally renowned consumer futurist, examines the key seismic shifts in the market that have even companies like Walmart and Procter & Gamble scrambling to cope, and explores the current and future trends that will completely change the way we shop. The Retail Revival provides no-nonsense clarity on the realities of a completely new retail marketplace— realities that are driving many industry executives to despair. But the future need not be dark. Stephens offers hope and guidance for any businesses eager to capitalize on these historic shifts and thrive. Entertaining and thought-provoking, The Retail Revival makes sense of a brave new era of consumer behavior in which everything we thought we knew about retail is being completely reimagined. Praise for The Retail Revival “It doesn’t matter what type of retail you do—if you sell something, somewhere, you need to read Doug Stephens’ The Retail Revival. Packed with powerful insights on the changing retail environment and what good retailers should be thinking about now, The Retail Revival is easy to read, well-organized and provides essential food for thought.” — Gregg Saretsky, President and CEO, WestJet “This book captures in sharp detail the deep and unprecedented changes driving new consumer behaviors and values. More importantly, it offers clear guidance to brands and retailers seeking to adapt and evolve to meet entirely new market imperatives for success.” —John Gerzema, Author of Spend Shift and The Athena Doctrine “The Retail Revival is a critical read for all marketing professionals who are trying to figure out what’s next in retail… Doug Stephens does a great job of explaining why retail has evolved the way it has, and the book serves as an important, trusted guide to where it’s headed next. ” —Joe Lampertius SVP, Shopper Marketing, Momentum Worldwide and Owner, La Spezia Flavor Market “Doug Stephens has proven his right to the moniker ‘Retail Prophet.’ With careful analysis and ample examples, the author makes a compelling case for retailers to adapt, change and consequently revive their connection with consumers. Stephens presents actionable recommendations with optimism and enthusiasm—just the spoonful of sugar we need to face the necessary changes ahead.” —Kit Yarrow, Ph.D., Consumer Psychologist; Professor, Golden Gate University; Co-Author, Gen BuY: How Tweens, Teens and Twenty-Somethings are Revolutionizing Retail “Doug Stephens doesn’t just tell you why retail is in the doldrums, he tells you why retail is a major signpost for the larger troubles of our culture and provides a compelling, inspiring vision for a future of retail—and business, and society.” —Eric Garland, author of Future Inc.: How Businesses Can Anticipate and Profit from What’s Next
This book adopts a case study based research approach to examine the contemporary issues in the fashion industry. It documents real-world practices in fashion business from production, marketing to operations. Founded on an extensive review of literature, these case studies discuss the challenges that are pertinent to the current business environment in this important industry, provide benchmarks and generate insights to practitioners as well as suggest future directions to researchers. The book serves as a nexus of the theories and the industrial practices that advances knowledge for both the academia and the private sector in fashion business.
