From a theoretical perspective, this research contributes to the understanding
of the consumer shopping experience in a multichannel retail environment for a specific sector, fashion retailing, in a specific market, the United Kingdom. The
high level of development of e‑commerce in the United Kingdom has resulted
in a consumer shopping experience different from that of other countries with
lower levels of e‑commerce adoption. This exertion of strong influence of a
high level of online experience on the perceptions and motivations of fashion