Understanding the customers’ experiences of fashion

The purpose of this research is to examine how customer’s experiences and value-in-context have been formed in his or her own world. As the experiences are based on previous, current and future experiences (Helkkula et al., 2012; Heinonen et al., 2010), we approach the customer’s experience from a longitudinal perspective.
The FP of S-D logic indicate that value is always uniquely and phenomenologically (experientially) determined. In service research of Nordic School, the customer experiences are understood not just as direct interactions between customer and firm, but also as something that goes beyond direct interactions (Grönroos and Voima, 2013; Heinonen et al., 2010). According to this service research stream, our research draws on semi-structured interviews with customers of the fashion retailer. Interviewees talked about their experiences of fashion lives over the past decades. Based on interviews and questionnaire survey, the analysis focus on exploring how customer’s experiences and value-in-context can be emerged in their daily lives.