Exploring the Enigma of the Happiness Construct in Phygital Fashion Experiences

Abstract

This chapter aims to address the need for a deeper understanding of the issues and challenges facing fashion retailers in our current digital climate. This will be explored through the lens of the happiness construct, as we examine fashion consumption and the role of experiential and atmospheric techniques in facilitating happy fashion retail consumer experiences. This chapter takes a conceptual, exploratory approach by interrogating literature on the happiness construct; experiential retail, atmospherics and flagships in the pursuit of understanding how these concepts enhance happy shopping experiences in physical and virtual environments. It will identify the multi-sensory techniques that retailers are employing to enhance the user's experience and ultimately, their state of happiness. The adoption of a consumer psychological approach to explore the notion of happiness within fashion retail experiences is a first within the fashion and consumption domain. Examples are used throughout the chapter, as illustrations of innovative and novel retail approaches that exemplify the application of happy, immersive fashion strategies.