Digital transformation & the new fashion consumer : why apparel brands need to reimagine the buying decision journey

Abstract

This research explores how fashion apparel brands can develop a stronger end-to-end consumer experience in times when the consumer journey becomes more and more complex and digital. More specifically, I will be looking at opportunities to improve the omnichannel consumer experience at LS&Co. Europe (LSE). For this purpose, a descriptive literature study has been conducted to understand the impact of the new fashion consumer’s buying behavior and the evolution of decision journey models with the rise of digital touchpoints. Findings revealed that consumers are now moving outside the traditional funnel and that the best performing companies are focusing on the end-to-end experience. Both primary and secondary research has been performed as well to identify the decisive factors and pain points in LSE’s current consumer purchase journey. The result of the research provides clues for reimagining LSE’s journey and make it more digital oriented, personalized and seamless at all different touch points.