Postmodern consumers experience fashion brands within numerous in-store and out-of-store contexts, and they tend to focus on their holistic experience with the brands across various retail scenarios. In afashion brand context, the interaction of multiple retail environments greatly affects consumer behavior towards the brands. The objective of this chapter is to provide a review of the main issues related to brand management and customer experience management in a co-creation perspective. By overviewing the literature on brand management, retailing, and consumer behavior, the authors provide relevant insights for academics and practitioners to arrive at a more comprehensive understanding of the fashion brand experience and fashion brand image.
