Phygital design model proposal with innovative marketing approach for corporate fashion stores

Abstract

In recent years, experiential and innovative approaches have been seen in the act of purchasing in the fashion sector. The concept of "phygital", which combines physical and digital advantages, has emerged. This study proposes a phygital design model as an innovative approach for corporate fashion stores. In the research, an interdisciplinary hybrid space design model with mixed methods is aimed. Firstly, the store atmosphere is based on the SOR model on a qualitative basis. The phygital space design model was constructed with inferences made from the literature and hypotheses developed in this context. Since hedonic consumption behavior is seen in fashion, the model is measured with a theory belonging to psychological behavior theories. Thus, the model quantitatively shows whether fashion stores can be included in the phygital space class. In addition, hybrid components and class values of space experience quality were created in the model. Two case studies were conducted to test the phygital design model. As a result of the research findings, how a phygital approach is realized in store space design is discussed comparatively.