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Customer Journeys in Fashion

By Kent, Anthony M.

Customer Journeys in Fashion Law

Customer Journeys in Fashion

0 - Default Title
Description
This book explores emerging and alternative customer journeys in fashion. Customer journeys are typically defined by decision-making in three stages, pre-purchase, purchase and post-purchase that have a well-ordered, linear sequence. However, the influence of digital technologies, social media and other macro factors, has created a different and more complex variety of journeys.
The first section begins with a review of the stages of the journey and current research that challenges its linearity, taking a management perspective through the lenses of retail, digital and social media. The second section has a consumer perspective, recognising the increasing agency of consumers to determine their shopping journey that questions conventional assumptions about producers and consumers, sellers and customers. The third section examines three themes, the conceptualisation of customer journeys, ethical problems and the connection between customer journeys and sustainability. The book concludes by looking forward to a constellation of different journeys.

Product details
Number of Pages:
396
Release Date:
2025-11-12
Publication Date:
2025-11-12
Publisher:
Springer
Languages:
Original: English
ISBN10:
3031839501
ISBN13:
9783031839504
GPSR Manufacturer Reference:
[email protected]
Weight:
621 g
Height:
153 cm
Width:
216 cm
Thickness:
26 cm
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