In the complex world of fashion consumption, the customer journey has become a subject of more intense research interest. Previous chapters have examined the evolution of customer journeys and the contribution of consumers, organisations and the broader environment in which the journeys take place. They have demonstrated how the customer journey is becoming increasingly complex and dynamic, with more touchpoints between brand and consumer and changes in consumer decision-making. This chapter argues that they remain anchored in a twentieth-century management paradigm and proposes that a broader approach to understanding customer journeys is required.