Is Omni-Channel Retailing the Future of Luxury Fashion Brands?

In the contemporary digital era, the rapid development of new technology and technological innovation, especially in the fields of artificial intelligence, augmented reality, virtual reality, multifunctional social media and e-commerce have completely altered consumers’ lifestyles and their communication and consumption behaviour. Therefore, in order to achieve sustainable success and satisfy these consumers’ needs in terms of psychological and functional benefits, retailers, including luxury fashion brands, need to implement advanced technology in their branding strategies, marketing communication and distribution strategies (Passavanti et al., 2020; Pantano et al., 2022). That they are already doing so is evidenced by the increasing number of luxury fashion brands which have developed multiple channel distribution strategies and phygital consumer experiences (a term referring to overall experiences across online and offline experiences) to create interactive experiences through the combination of digital channels with brick-and-mortar stores (Hyun et al., 2022; Bartoli et al., 2023).