Companies care about touchpoint management so that they can interact with their consumers. Touchpoint means several points of contact between companies and consumers when they find each other (Lee et al., 2013). It includes various things, but to make consistent experiences, it is necessary to integrate all the touchpoints.
On a designable touchpoint wheel, it is divided into three parts. It shows the possibility of three situations; before, during and after consumers encounter the experiences. This is deeply relevant for fashion brands in deciphering their websites and other platforms, as well as their brand’s iconic logo. When we visit the brand’s website, there is a lot of information that is not only for the products. For example, most brands put shipping information on their websites, and this is a Pre-Service experience. However, how that information is placed on the website depends on the personality of the brand, because the personality of a brand is related to the characteristics of the consumers who buy that brand (Aaker, 1997). If the brand is selling cheap prices and fast delivery, information is a major reason for consumers to decide to buy products so the information of shipping is prominently placed.
Hence, we can see the fashion brands make use of touch points by looking at their online platform. Also, it depends on the brand’s personality how they use touch points and apply to visual communication.
References
Aaker, L. J. (1997). ‘Dimensions of Brand Personality’. Journal of Marketing Research, 34(3), pp. 347-356.
Lee, K., Chung, K. and, Nam, K. (2013) ‘Orchestrating Designable Touchpoints for Service Businesses’. Design Management Review. PP. 14-21. Doi: 10.1111/drev.10246