Fashion Retailer Brand Experience: Example of Lamoda

As goods and services are becoming more and more commoditized, marketing practitioners shift their focus to the customer experience concept, and – in particular – Brand Experience, in order to differentiate their brands and create additional value for their customers. This may be especially relevant for such a highly competitive market as fashion market is today. The main goal of this research is to adapt Brand Experience construct to the specificities of online fashion retail by identification of unique brand experience antecedents. We aim to trace the influence of identified factors on five Brand Experience dimensions (namely, sensory, emotional, intellectual, behavioral and social). Additionally, we also investigate the relationships between aforementioned dimensions and loyalty. The study finds that “Brand Communications” factor has a positive influence on all of the five BX dimensions, while the factor named “Visual & Styling” has its impact on the sensory dimension only. As additional findings of the study demonstrate, loyalty is primarily influenced by the factor called “Previous experience” and – to a lesser extent – by sensory dimension.