top of page

DISSERTATION

This dissertation, investigated how a personal customer experience in the fashion industry has changed predominantly in the last decade. It considers an argument on how a personal journey is different for an individual person looking at different generations as examples. Additionally demonstrating how the High Street is adapting to these changes now and future requirements to satisfy customers to keep customer experience personal. Also identifying why and how personal buying behaviour has changed in line with technology.

 

To congregate ideas, a presentation and proposal brief was used which evaluated key contextual issues. Extensive primary and secondary research was gathered using focus groups, interviews, questionnaires and observations as well as academic journals, literature, market reports, business magazines and books to link relationships between theory and practice.

 

After thorough analysis, the dissertation identified that technology and convenience are very important. However consumers still have the desire to go into shops to seek a more personal customer experience. Consequently, seeking a gap for High Street retailers to improve their in-store environment further to accommodate and engage with customers. This coincided with my final major project. 

bottom of page