The Digital Customer Journey in the Fast Fashion Industry

Simone Ditlev Hansen

Student thesis: Master thesis


Aim: The aim of this study is to identify touchpoints that impact the customer loyalty within the digital customer journey in the fast fashion industry. In recent years, there has been focus on creating a more in-dept customer relationship with the aim of creating more loyal customers, as the fast fashion brands struggle to keep customers. Furthermore, the findings of this thesis are aimed to contribute to the creation of new business perspectives in the fashion industry. Method: An abductive and social constructivism approach combined with an exploratory research design were applied to create insights of essential touchpoints that influence the customer loyalty in the digital customer journey. More specifically, qualitative empirical data was obtained through four in-dept interviews, two focus groups and 15 single interviews all with female customers. In addition, a comprehensive literature review was performed on digital customer experience in the fashion industry, with special attention on models for customer segmentation and buying behaviour. Results: Based on the empirical data and the literature review, a holistic analytical model was developed for the analysis of the customer journey. The model provides an emotional segmentation strategy followed by an outline of five phases of a customer purchasing and decision-making process. In addition, based on existing theory, three research tools were identified, all of which should be applied in order to create the ultimate customer journey. Additionally, ten touchpoints that impact the customer loyalty were identified to be provided to the fashion industry. Conclusion: In conclusion, this study shows that an emotional segmentation generates better digital customer journeys with an individual perspective. Attention on the emotional and not just the rational customer journey can result in increased customer loyalty along all parts of the customer journey and not just in the end of the buying process. Also, the findings of this study contribute to the creation of new business perspectives by providing an applicable holistic analytical model that can be customized to fit the individual interests in the fashion industry

Educations, (Graduate Programme) Final Thesis
Publication date2021
Number of pages89