The thesis deals with customer services in fast fashion industry, focusing on their usage as manipulation tactics to increase sales with Massimo Dutti stores serving as a case study. The fast fashion industry uses many different tactics to boost sales and increase profits. By delving into the themes of modern consumerism, sales promotion and the theories of the new spirit of capitalism, this thesis explores if customer services are used as manipulative tactics aimed only at increasing profits. The goal of this research is to determine whether customer services have a manipulative effect on the shopping choices of the modern consumer or if they simply improve the shopping experience of said customers. The research methodology includes a comparative analysis of sources, critical theoretical reflection and a case study. Key findings show that customer services have evolved from critiques of capitalism and adapted to the demands of the modern consumer. Their main purpose is to increase profits, which can be manipulative in certain cases. However, it should be taken into account that the perception of the individual customer and their perception of them is of main importance in determining the whether or not customer services are manipulative.
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