This thesis empirically examines the nature of consumer experiences as the result of interactions with components of the fashion store environment. It aims to further understand the consumption experience construct by adopting a multidimensional view of experience and a holistic view of antecedents, with the support of empirical data. A qualitative approach is adopted utilising face to face interviews with 5 practitioners and 20 young fashion consumers. By examining two perspectives a greater insight in to the way in which consumer experiences are created and are consumed can be gained. Data has been compared to establish differences between the way practitioners perceive the consumer experience, and the actual experiences of consumers. In doing so the research identifies several managerial implications which can be used to enhance the creation of experiences to meet the desires and wants of young fashion consumers. Findings suggest several stimuli including product, the physical setting, people, technology and brand message components contribute towards the creation of specific cognitive, emotional, sensory, physical and social experiences in fashion stores. It identifies technology as an important component affecting the consumer experience not yet discussed in existing literature concerning mid-market fashion store environments and proposes further research into this stimulus in a fashion context. Physical experiences in store are a vital element of the fashion store experience. Consumers should be immersed in physical experiences to provide unique and memorable encounters with a retailer that cannot be gained online. Furthermore the physical store should foster the relationship between consumer and consumer in order to create social experiences that engage consumers on more personal levels. In creating immersive and engaging experiences in the physical store retailers can ensure that the store format remains competitive in today’s challenging market.

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