Sunnei: harnessing mediatisation to fuel a multidimensional customer experience

The book provides a holistic, integrated and in-depth perspective on the growing field of customer experience (CX), in a fashion context. Merging three core perspectives – academic, creative agency and retailer – the book takes a chronological approach to tracing the evolution of customer experience from the physical store, to omnichannel through channel convergence to consider the future of fashion retailing and customer experience. The chapter investigates the Sunnei case study, focusing on its position as an innovative, independent menswear brand that has expanded into a full lifestyle experience. Known for its bold narratives and finely crafted products, Sunnei pushes the boundaries of conventional fashion, fostering a unique blend of creativity and community connection. With a strong digital presence, the brand seamlessly integrates online and offline channels, creating a ‘relational experience platform’ that transforms traditional fashion engagement. Leveraging mediatization, Sunnei builds brand awareness and cultivates a loyal community, using digital media to create multifaceted experiences that adapt across various platforms. This approach invites readers to consider how mediatization shapes the fashion customer experience (CX) and highlights the importance of customer-centricity in enhancing CX and fostering community.