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9. Convergence

  • 2025
  • OriginalPaper
  • Chapter
Published in:
Authors
Anthony M. Kent
Anne Peirson-Smith
Yuri Siregar
Published in
Customer Journeys in Fashion
Publisher
Springer Nature Switzerland

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Abstract

This chapter delves into the evolving complexity of customer journeys in the fashion industry, advocating for a broader contextual approach to understanding these journeys. It introduces a new framework that includes themes such as temporality, transnationalism, triggers, and tales, which are crucial for comprehending the dynamic and multifaceted nature of customer interactions with brands. The text explores how technologies and touchpoints, combined with personalisation, play a significant role in the customer's pathway to purchase. It also examines the influence of social, demographic, and cultural factors on customer journeys, highlighting the importance of these dimensions in shaping contemporary consumer behavior. The chapter concludes by emphasizing the need for a detailed and intense understanding of consumer demographics and behavior, as well as the contexts that scope the possible routes to purchase, to effectively map the customer journey in fashion.
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previous chapter Alternative Journeys
next chapter Ethics of Journeying
Title
Convergence
Authors
Anthony M. Kent
Anne Peirson-Smith
Yuri Siregar
Copyright Year
2025
Book
Customer Journeys in Fashion

Print ISBN: 978-3-031-83950-4

Electronic ISBN: 978-3-031-83951-1

Copyright Year: 2025

DOI
https://doi.org/10.1007/978-3-031-83951-1_9
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