ABSTRACT
The emergence of digital platforms raises new challenges for fashion retail. To meet the expectations of consumers, fashion brands need to stand up and think about new strategies to improve the experience across multiple channels and increase purchase intention. This paper presents a literature-based overview of the current state of research on the process and singularity of how retail contexts — brick-and-mortar stores and e-commerce websites — influence consumers’ cognitions, affect, and behaviour. This article provides academics and practitioners with information to shed new light on the consumption experience in physical and online environments. Furthermore, valuable insights are presented to provide a useful basis for future research on consumer perception in fashion retail.
