Digital Experience Integration in UK Fashion Retail: Engaging Generation Z Consumers

In the rapidly evolving fashion retail sector, digital technology is rapidly influencing consumer shopping behaviour and the marketing strategies of fashion physical shops. Generation Z, in particular, are considered the natives of the digital age and have higher expectations of the digital experience in physical shops. Gen Z, as a major consumer group of fashion products, have specific needs for the shopping experience, so it is essential to be aware of how digital experiences can be integrated to meet their needs. The objective of this study is to provide insights into how fashion brands can better accommodate digital experiences in British offline stores to facilitate purchases by Gen Z consumers, and to provide recommendations for relevant practices. This study uses secondary research to collect and analyse data extensively. This study has important implications for fashion management practices and market competition, as digital experience has become a key area of innovation in fashion retail.