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Abstract
Following the COVID-19 pandemic, fashion brands had to get creative with the ways they reached consumers to provide them with a unique combination of experience and convenience. This led to an increase in usage of omnichannel retailing methods, which combines experience and convenience through a seamless integration of multiple selling channels to reach consumers. Luxury fashion brands were late to the game in joining brands on a digital space, but because of the COVID-19 pandemic, they had to reach consumers in new and unique ways, besides just an in store experience. This study explores how multiple retailing channels are affecting the consumer shopping experience for luxury fashion brands. It also explores the usage of branding elements in luxury fashion brands and how that may contribute to the consumer shopping experience for luxury fashion brands. This study explores whether or not omnichannel retailing is present in luxury fashion brands.