The Consumer’s Experience Concept in Fashion Retail Outlet: Proposal for a Measurement Scale

This paper aims to open the “ black box ” of the shopping experience concept by identifying its structural dimensions via the construction of a measurement scale. An initial decontextualised structure of the consumer ’ s experience concept in the retail outlet is obtained.To confirm this structure, we tested it in stores specializing in the sale of clothing products and accessories. We obtained a second-order global construct encompassing three dimensions: pleasure, sensory stimulation and immersion. Reliability and construct validity has been verified. Predictive validity has also been verified by testing the impact of in-store lived experience on impulses buying and re-experience need.