Customer Experience Management in Fashion Retail. The Farfetch UK Limited case.

This MA thesis provides a research into the field of Customer Experience Management (CEM) and analyses the Farfetch Ltd. online retailer as a case study. The paper consists of 3 chapters. The first chapter examines the theoretical works on Customer Experience (CX) and CEM, covers the methods and specifics behind the chosen area of study, proves the value of further research into the issue. The second chapter provides the objectives for choosing Farfetch as the object of research, outlines the study design and the touchpoints between the target customers and the company managers. Several target client profiles have been proposed and the Customer Journey Mapping tool was presented as a part of the customer experience management investigation. The third and final chapter presents a series of in-depth interviews with target clients and the company managers in order to unveil perception clashes in the area of CX. Finally, conclusions and recommendations are made in a bid to improve the CEM strategy both inside the Farfetch company and outside its realms: to be used as a template for other retailers within the online fashion market.