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Convergence

In: Customer Journeys in Fashion

Author

Listed:
  • Anthony M. Kent

    (Nottingham Trent University)

  • Anne Peirson-Smith

    (Northumbria University)

  • Yuri Siregar

    (University of Leeds)

Abstract

In the complex world of fashion consumption, the customer journey has become a subject of more intense research interest. Previous chapters have examined the evolution of customer journeys and the contribution of consumers, organisations and the broader environment in which the journeys take place. They have demonstrated how the customer journey is becoming increasingly complex and dynamic, with more touchpoints between brand and consumer and changes in consumer decision-making. This chapter argues that they remain anchored in a twentieth-century management paradigm and proposes that a broader approach to understanding customer journeys is required.

Suggested Citation

  • Anthony M. Kent & Anne Peirson-Smith & Yuri Siregar, 2025. "Convergence," Springer Books, in: Customer Journeys in Fashion, chapter 9, pages 211-238, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-83951-1_9
    DOI: 10.1007/978-3-031-83951-1_9
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