References

Conclusion

This report aimed to provide insight into the new phygital era, discuss the impact digital technology has had on luxury retail, and how Alexander McQueen can use this to its advantage to attract a younger Gen-Z consumer and utilise experiential technology to enhance its brand reputation and consumer experience. It’s key for McQueen to use elements of storytelling to develop a compelling brand image and build on its reputation and everything it is best loved for as a brand, to inform both existing and potential customers about the history of the brand itself and its creator, to the modern-day McQueen.

Conclusion

Innovation has always been at the forefront of Alexander McQueen, from his early 2000’s designs to his extravagant and outrageous runway shows, therefore the brand must continue to stay relevant and innovative to uphold its reputation and engage with Gen-Z consumers. 84% of luxury shoppers consider touching and seeing a product essential to the luxury shopping experience (Klarna, 2022), signifying the importance of keeping brickand-mortar alive and reinventing the way consumers not only shop but experience a brand through physical and digital innovation.

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