Abstract

This study aims to analyze the effects of new technologies related to omnichannel on shopping experience consumers’ perception in the fashion sector, by focusing both on fast fashion brands and luxury brands. Through an explorative design based on a qualitative approach, the study explores the different impacts that new technologies integration strategies may have on the customer journey, and the perception of brands. Results show that the integration of such new technologies through an omnichannel approach enriches and amplifies consumers’ shopping experience both from a hedonistic and a utilitarian perspective. Moreover, we reveal an increased consumers’ request for new touchpoints along the consumption process, especially for luxury brands. Furthermore, while omnichannel strategies for luxury brands are perceived as a natural improvement of their shopping experience, for fast fashion brands these strategies may help to increase consumers’ brand perception, through a sort of «luxuryfication» due to the technological integration in the shopping experience. The paper concludes with a discussion of its theoretical and managerial implications