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Customer experience in the luxury fashion industry - how small & medium fashion brands can improve customer experience in times of digital transformation an analysis of the Viennese fashion label Petar Petrov
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Orientador(es)
Resumo(s)
Customer expectations towards the luxury segment have changed drastically in the past decade.
Luxury consumers are seeking deeper meanings that go beyond ownership; they seek a unique
experience. Consequently, the retail industry needed to adapt to the new customer needs. This
research investigates how small and medium luxury fashion brands can improve their customer
experience in times of digital transformation through the practical example of a Viennese
fashion label. An in-depth literature review, and an online survey, provide insights into
customers’ preferences in customer experience and build the foundation for the presented
recommendations.
Descrição
Palavras-chave
Luxury fashion Customer experience Digital transformation Retail