What is it about?
This chapter reveals how luxury fashion apps are reluctant to immerse themselves in the m-Commerce ecosystem. The essential experiences that must be imparted to capitalise the high-end market's indulgent image are shown for designers and marketers to utilise within the creative process.
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Why is it important?
Grounded in a detailed review on the fashion industry, leading academic research, and UX design theory, this chapter asserts a necessary paradigm shift in m-Commerce. These guidelines beyond the simple shop from current used within the app ecosystem to create a seductive and motivating retail environment.
Perspectives
This chapter reflects upon fashion's nature and the missing yet essential user experiences within current fashion m-commerce apps. Based on research at the University of Manchester, a series of guidelines are asserted to aid designers produce more seductive retail platforms.
Dr Christopher J. Parker
Loughborough University
Read the Original
This page is a summary of: Digital Marketing Strategies for Fashion and Luxury Brands, January 2018, IGI Global,
DOI: 10.4018/978-1-5225-2697-1.
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