Customer Journeys in Fashion
From Linear to Multilevel
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Product details:
- Publisher Springer Nature Switzerland
- Date of Publication 11 October 2025
- Number of Volumes 1 pieces, Book
- ISBN 9783031839504
- Binding Hardback
- No. of pages355 pages
- Size 210x148 mm
- Language English
- Illustrations IX, 355 p. 10 illus., 8 illus. in color. Illustrations, black & white 700
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Long 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.
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Table of Contents:
Introduction.- Chapter 1 Physical retailing.- Chapter 2 Digital and online.- Chapter 3 Social media and social commerce.- Chapter 4 Consumers on the move.- Chapter 5 Entertainment led content.- Chapter 6 Co- creation.- Chapter 7 Alternative journeys.- Chapter 8 Convergence of stages.- Chapter 9 Ethics.- Chapter 10 Sustainability.- Conclusion.
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