A Review of Consumer-Facing Digital Technologies Across Different Types of Fashion Store Formats
Abstract
Several current trends in the fashion retail and marketing landscape are associated with the ongoing digital revolution, including the increasing tendency for fashion retailers to adopt consumer-facing digital technologies across their online and physical store formats. Such technology helps improve the store environment by conferring a more engaging and stimulating shopping experience for consumers. This chapter provides a review of existing literature, supported by relevant industry reports and current examples from key players in the fashion retail sector, to provide a comprehensive analysis of different types of consumer-facing digital technology in various fashion store formats and how they impact on the overall shopping experience. The authors review a number of technologies including interactive touchscreens, RFID tags, beacon technology, magic mirrors and mobile apps, and consider how they are implemented in online stores, digitally enhanced stores, brand stores and pop-up stores in the fashion sector.
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Flagship stores transform the retail environment into immersive brand experiences, reinforcing the brand experience.
“More than just shopping places, flagship stores transform the retail environment into immersive brand experiences, reinforcing the brand experience (Nierobisch et al., 2017), accessing diverse services, and participating in activities aligned with both brand identity and consumer needs (Bonetti & Perry, 2017).”
From Exploring the influence of flagship store experience and consumer interactions on purchase behaviour (2025) · cites this paper as Bonetti & Perry, 2017
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Exploring the influence of flagship store experience and consumer interactions on purchase behaviour
Lourenco, C. E., Madeira, J. C., & Santos, V. M. (2025) · ReMark - Revista Brasileira de Marketing · doi:10.5585/2025.27409 · Cited by 1 · see citing works
- Authors
- Bonetti, F., & Perry, P.
- Affiliations
- The University of Manchester, UK
- Venue
- Advances in Business Information Systems and Analytics
- Publisher
- IGI Global
- Published
- 2017
- Pages
- 137-163
- ISSN
- 2327-3275
- 2327-3283
- Cited by
- 27
- References
- 0
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