Marketing experiencial: una aplicación a la experiencia de compra online en el sector moda

Abstract

Nowadays, we live in a "commoditized" world where consumers have also become more demanding, making the achievement of effective differentiation an increasingly tough task. This current market situation is forcing businesses to reinvent themselves and come up with new innovative strategies in the pursuit for success. In this context, a new paradigm called "Experiential Marketing" is strongly arousing, which aims to seduce these new customers engaging them emotionally, by optimizing the "own experience" they live around the products and services they consume. At the same time, we are witnessing a dramatic growth of ecommerce, mainly due to the increasing number of customers adopting this channel, a fact which is especially remarkable in the fashion industry. Both conditions together give rise to the central topic of this doctoral dissertation: “the online purchasing experience in the fashion industry”...