Ongoing transformations in fashion retail experience design. Exploring fashion retail experience design through four case studies

The ongoing transformations in the fashion retail sector include an important technological innovation, but are also influenced by changes in the relationship between brand and consumers and by the dematerialisation and experiential character that consumption is assuming in the contemporary society.  This work addresses the ongoing transformation of fashion retail spaces. Four main arguments are presented and exemplified by four case studies, namely: the use of experience design and emotion for brand engagement; the shift to communication and services offering; the influence of communities and collaborative media in the customer experience; and the relationship between brands and urban environment.