Customer Experience in Fashion Retailing

Abstract

This study investigates the multidimensional retail strategies of Sunnei, an innovative Italian fashion brand, and its transformation from a niche streetwear label into a lifestyle and experiential platform. Through the lens of fashion mediatization, the research examines how Sunnei leverages digital and physical channels to construct a multidimensional customer experience (CX), emphasising community engagement and co-creation. Using initiatives such as Sunnei Canvas, Bianco Sunnei, and Radio Sunnei, the brand exemplifies its commitment to experiential marketing and digital interactivity, offering immersive, consumer-centric interactions that align with contemporary expectations of fashion as a cultural, social, and aesthetic phenomenon. This case study reveals how Sunnei employs a customer-first approach to mediate between its products, the cultural ecosystem, and its diverse audience. It contributes to the understanding of experiential retail models and mediatization's role in reconfiguring customer-brand dynamics. The findings underline the significance of digital-first, community-oriented strategies in fostering a cohesive brand identity and sustainable growth in the competitive fashion landscape.