Sunnei: harnessing mediatisation to fuel a multidimensional customer experience

Sunnei, a Milan-based Italian fashion brand, has been a beacon of innovation and creativity in the fashion industry since its inception in 2014. The brand has carved a niche for itself by blending traditional Italian sartorial influences with modern streetwear, art, and digital media. This case study delves into how Sunnei leverages mediatisation and digital media to enhance the customer experience (CX), fostering a unique community around its brand, demonstrating the potential for brands to connect with their audience on a deeper level.

Mediatisation and Digital Media Influence:
The study begins by highlighting the pivotal role of mediatisation and digital media in shaping the fashion customer experience. It underscores the transition of fashion brands towards digital platforms, where Sunnei stands out for its innovative approach to engaging with its audience through various forms of content across multiple channels. This strategy not only enhances the brand’s visibility but also fosters a deeper connection with its community by involving them in the co-creation process

Customer Orientation:
Another key aspect discussed is the importance of customer orientation in building a compelling customer experience. Sunnei’s strategy is deeply rooted in understanding both the cognitive and emotional needs of its customers. By prioritizing customer needs and preferences, Sunnei has managed to create a unique space in the fashion industry that resonates well with its target audience, thereby building a loyal community around the brand

Multidimensional Aspects of CX:
The paper also explores the multidimensional aspects of CX as embodied by Sunnei. The brand has successfully established itself as an experiential and relational platform, offering more than just products. Through its innovative approach, Sunnei provides an immersive experience that encompasses fashion, art, music, and design, thereby appealing to a broader spectrum of consumer interests

Community-Building Strategies:
The introduction further examines the strategies implemented by Sunnei to build and nurture its community. The brand’s focus on digital-first initiatives, customer-driven content, and non-trend-driven approaches has allowed it to maintain flexibility and innovate continuously. This has not only helped Sunnei to meet the evolving expectations of its community but also to experiment with new forms and formats of service and consumer experience, setting it apart from traditional fashion brands

Challenges and Opportunities:
Lastly, the introduction touches upon the challenges and opportunities faced by Sunnei as it scales up. The brand’s commitment to staying true to its experimental ‘media brand’ vocation while expanding its community poses both an opportunity for growth and a challenge in maintaining authenticity and consistency with its core audience

This case study sets the stage for a comprehensive exploration of how Sunnei leverages mediatisation and digital media to fuel a multidimensional customer experience, highlighting the brand’s innovative strategies and the implications for the fashion industry at large.