Luxury Retail, Fashion Retail, Customer Experience, Retail Customer experience


This article aims to better understand the customer experience at different fashion brand levels in. Given that many studies have looked closely at the in-store customer experience, there is very little data on the application of the results to different brands with different market positions.

Purpose: The purpose of this research is to look at different fashion brand physical stores, understand their compositional elements and highlight the type of customer experience they would induce.

Design/methodology/approach: Nine fashion brands were observed in the heart of Paris in March 2022. The sample consisted of active luxury, high-end and premium brands in the French market.

Findings: In a highly digital world, brands are investing more in the phygitalization of their retail stores. And yet high-end and luxury brands still retain a more traditional look from their standalone retail stores, concept, and flagship. The aesthetic of the physical retail environment is mirrored in a theatrical setting that tells a story; the customer is the protagonist. Along the way, the social and societal aspects of retail stores are highlighted. The level of involvement, knowledge, and expertise of brand representatives, as well as the environments created for clients to weave their social activities, help induce, and influence their experience. In high-end and luxury boutiques, hedonist experiences are guided by design and reinforced by social and societal dimensions.

Original/value: Current research has demystified the client experience in a physical retail environment and has identified the dimensions that greatly affect it and how they affect it.

Research limitations and outlook: The limited external validity of qualitative research methods encourages us to pursue observations and corroborate results on the one hand. On the other hand, empirical testing would help to confirm the relationship between variables and their relevance in the area studied.

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