Navigating the nexus of Phygital System and Consumer Brand relationships in Luxury Landscape

Phygital system is circumnavigating in luxury landscape in which global luxury fashion retailers are able to operate in this environment altogether . This study presents the various facts of brand driven phygital system to unveil the relationship between brands and consumers in hybrid settings. The paper highlights the conceptual understanding of Phygital system adopted by few Luxury fashion company. Besides, this study addresses the purchase patterns of consumers through quantitative and qualitative survey. This comprised of five dimensions pertaining to the study and interview was conducted with store managers, merchandisers and brand executives and circulated the questionnaire to participants from various cities and few were migrated to Bangalore. The study found few patterns of data which led to consumer brand relationship in luxury brands to understand the overall consumer journey and challenges faced by them with newer trends prevailing. Besides, new dimension sustainability was introduced in the survey to get awareness of participants in the study.