Exploring the Enigma of the Happiness Construct in Phygital Fashion Experiences

  title={Exploring the Enigma of the Happiness Construct in Phygital Fashion Experiences},
  author={Kate Armstrong and Charlotte Rutter},
This chapter aims to address the need for a deeper understanding of the issues and challenges facing fashion retailers in our current digital climate. This will be explored through the lens of the happiness construct, as we examine fashion consumption and the role of experiential and atmospheric techniques in facilitating happy fashion retail consumer experiences. This chapter takes a conceptual, exploratory approach by interrogating literature on the happiness construct; experiential retail… 

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