Budowanie przewagi konkurencyjnej na podstawie wartości i doświadczeń dla konsumentów z pokolenia Z na przykładzie rynku mody

Abstract

The aim of the paper is to present the importance of using the dimensions and modules of experience marketing and offering attractive values for customers in the process of building the attachment of consumers from generation Z to modern organisations. An additional objective is an attempt to find examples of the application of these solutions and concepts in the activity of traditional and online shops offering clothing, whose target group are demanding consumers born in 1995-2009. In the process of preparing this study, the analysis of secondary sources, both Polish and English- -language ones, as well as conclusions from own observations concerning the activity of the indicated clothing providers on the Polish market were mainly used. Young consumers of generation Z, with their expectations and attitudes, are a challenge for entities wishing to attract and retain them - they require companies to be active in social media, clearly communicate their benefits, offer unique experiences, implement new technologies and innovative solutions in the organisation of trade, which will make clothes shopping a pleasure among friends.(original abstract)