Marketing Differentiation Strategies: the Case of Fashion Retail in Spain
DOI:
https://doi.org/10.33595/2226-1478.17.1607Keywords:
fashion retail, experiential marketing, differentiation strategies, consumer behavior, digital transformationAbstract
The impact of marketing on the fashion retail sector in Spain is growing amidst an evolution from traditional advertising to digital marketing and brand experiences, which are reshaping the relationship with consumers in the midst of the Broadband Society. This research aims to discover what drives the choice of a fashion brand. Methodologically, it combines quantitative techniques (a survey of fashion consumers, in Spain, with a sample of n = 209) and qualitative techniques (a focus group with a dozen members of Generations Y and Z interested in the fashion sector). The results show that consumers are informed, selective, and highly connected, and that they value both the information they find independently and the experiences that brands are able to offer them. Social media is consolidating its position as a key space, while experiential marketing is emerging as an essential tool for differentiation in a saturated and highly competitive market. The study concludes that brands wishing to remain competitive must invest in more creative, experiential digital strategies geared towards a consumer who no longer seeks only products, but also meaning and added value.
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Copyright (c) 2026 Joan-Francesc Fondevila-Gascón, Óscar Gutiérrez-Aragón, Marta Martínez-Almellones, Marta Trujillo-Sánchez
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