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Published in:
2020 | OriginalPaper | Chapter
The Impact of Customer Experience in Offline vs. Online Channels on Millennials’ Brand Loyalty in the Fashion Industry
Authors : Katja Bertsche, Lars Binckebanck
Published in: Forum Markenforschung 2018
Publisher: Springer Fachmedien Wiesbaden
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Megatrends such as a global marketplace, accelerating technological innovation or economic interconnectedness are changing the world’s economy and challenge businesses (Retief et al. 2016; Ernst & Young 2015). One industry being highly affected by the current trends and experiencing an ongoing change is the fashion industry (Amed et al. 2016). Synonymously also referred to as clothing or apparel industry, it is part of the textile industry, which embraces the entire chain of textiles reaching from the fiber, its treatment, the manufacturing and distribution, to the use and service.