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Alternative Journeys

In: Customer Journeys in Fashion

Author

Listed:
  • Anthony M. Kent

    (Nottingham Trent University)

  • Anne Peirson-Smith

    (Northumbria University)

  • Yuri Siregar

    (University of Leeds)

Abstract

As discussed throughout this book, the customer journey is no longer evidently linear and easily predicted. With so many media and channels that can be used as a path to purchase, not only has the customer journey become longer, but it has also adopted multiple functions. People use branded channels also to interact with brands and others, to be entertained, to be informed and have many other objectives. Clearly, branded channels are not used only for shopping. This phenomenon suggests that consumers have a higher sense of awareness and these purchase decisions are not dictated by brands.

Suggested Citation

  • Anthony M. Kent & Anne Peirson-Smith & Yuri Siregar, 2025. "Alternative Journeys," Springer Books, in: Customer Journeys in Fashion, chapter 8, pages 191-208, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-83951-1_8
    DOI: 10.1007/978-3-031-83951-1_8
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