The role of the store in creating brand experiences in luxury fashion retailing

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bachelor_Tuomikoski_Pauliina_2025.pdf (639.37 KB)

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Volume Title

School of Business | Bachelor's thesis
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Date

2025

Department

Markkinoinnin laitos

Major/Subject

Mcode

Degree programme

Markkinointi

Language

en

Pages

40

Series

Abstract

This thesis studies instore brand experiences and how those are created in luxu-y fashion retailing in the contemporary digital-first market. The work focuses on examining in a comprehensive manner the recent literature on physical retailing and brand experiences in luxury fashion. The findings of this thesis suggest that physical stores still hold relevant firm and brand value to luxury fashion brands by providing unique and exceptional brand experiences that forge memorable bonds with the brand.

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Thesis advisor

Tulensalo, Onni

Keywords

luxury fashion, brand experience, physical retailing, store

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https://urn.fi/URN:NBN:fi:aalto-202601181405

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[kand] Kauppakorkeakoulu / BIZ (Open Access)