Physical & Digital

The fashion industry is experiencing a historic transformation thanks to emerging technologies such as blockchain and nonfungible tokens (NFTs), along with impactful technologies such as artificial intelligence (AI), and virtual reality (VR). To remain competitive, as a well-known luxury fashion house, McQueen must ensure it utilizes these technologies to its advantage to reinvent its consumer experience. (Joy et al., 2022)

Physical & Digital

Omnichannel retailing has also revolutionized the way retailers create strategies for engaging customers in making purchase decisions. Phygital is a new form of omnichannel retailing that combines the physical and digital world, with a particular focus on the human touch to satisfy social and symbolic consumer needs (Pangarkar et al., 2022).

Physical & Digital

“An immersive customer experience involves leveraging technology to impact customer experiences positively at each point of their journey with the brand’s products and services during the pre-purchase, purchase, and postpurchase stage, resulting in greater value in the form of customer experience. ” (Tom Dieck et al., 2021).

Physical & Digital

Another major factor McQueen must consider is the unique combination of technology and human touch, and how this enhances customer experiences. The use of interactive interaction with the help of technology can result in a long-term relationship with the consumer, as they will remember the positive experience and relate it to the brand (Pangarkar et al., 2022).

Physical & Digital

For the majority of Gen-Z, a day without technology is almost unthinkable, with 61% of consumers stating they would be more likely to buy from a brand that uses immersive technologies, meaning its essential for McQueen to consider digital technologies such as augmented and virtual reality (Laboratory, 2021).

Physical & Digital

If the COVID-19 pandemic taught retailers anything, it’s that in-person connections are far more valuable and impactful and more important than the digital world. Consumers want to experience real things and real people now more than ever, which is why McQueen should combine both the physical and digital worlds (Bilton, 2022).

Physical & Digital

A strength of a physical store is the chance to be experimental with atmospherics and aesthetics and it provides an opportunity for McQueen to enhance the consumer experience, which can be done through innovative technology, which is essential for McQueen’s success in the digital era to modernize omnichannel retailing and attract a younger demographic (Briedis et al. 2020).