Over the years, the shopping experience has not changed. However, against all odds, the fashion industry remains competitive and continues to have a “shop until you drop” effect on customers. In addition, the status quo of retail brands are carrying on as “business per usual”.
Mood marketing will replace all research trying to rekindle and improve the relationship with consumers in the future, and therefore will require very different store environments and shopping mentalities. Shopping will need to become a trip within our inner selves to satisfy our complex needs and wishes, and therefore needs to be addressed in a truly innovative manner, to reach consumers on another, more private level.