Consumer experience and Luxury Branding.

Consumer experience and Luxury Branding.


There are various ways in which the consumers experience fashion retail on a global scale. These experiences can either be seen or felt. The first experience is psychological or emotional. Saprikis, Chouliara, and Broekhuizen (2010, p.2) observed that an individual’s purchasing choices are influenced by four major psychological factors, including perception, motivation, learning, beliefs, and attitude. Liu and Forsythe (2010, p.83) illustrate that the intention of the customer to shop is positively linked with the attitude towards purchasing, and affects their decision-making and purchasing behavior. Khitoliya (2014, p.18) argue that perceived usefulness, convenience, and perceived enjoyment are the dominant factors that affect consumer perceptions about a brand. Cao, Xu, and Douma add that enjoyment in intrinsic motivation. When a customer enjoys a product, it impacts positively on the sales of that particular brand. It is equally important to note that when the employees are motivated and satisfied with their job, it translates into a good feeling to the customer since they are able to interact well with the staff and get quality products that make them be satisfied. Schmitt claims that products and services that emerge from the brand’s real soul connect psychologically to the consumers. As a result, it generates emotionally positive experience from the customers. Zara uses emotional client experience of increased self-confidence, self-esteem, and happiness to meet the customer preferences.


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