The future of the retail customer journey for clothing & fashion

How will the customer journey evolve for the fashion industry?

Today’s customer journey for fashion is unrecognisable from a decade ago, and the key challenge for fashion retailing is the sophisticated use of technology, data science and the ability to create meaningful experiences for customers. But what exactly does this entail? 

In this article we focus on this question as we head further in the 2020s where technology is driving much of the disruption and industry shifts we are observing. As such, this article forms part of a wider piece of research focussing on the initial stage of the customer journey (stage 1 of 4: Awareness and Research) and covers a selection of issues concerning the future development of the customer journey here. 

What lies ahead?

Retail brands which can modify their business models quickly to be more digitally and experience-led will command a larger share of both spending and the attention economy. 

In many ways, success will depend on providing meaningful customer experiences, where stepping into a physical store feels like a tangible extension of a digital environment.
 

“Retail brands which can modify their business models quickly to be more digitally and experience-led will command a larger share of both spending and the attention economy.”

This transition may result in sensory-inspired, digital-playground, showroom formats with tethered stock and same day deliveries.

A third of customers would not be put off from shopping in stores that displayed extended product ranges but only offered delivery of purchases. For others, bricks-and-mortar stores may serve as open-houses, where the customer can get advice, touch the clothing and enjoy a free cappuccino.