Manual de experiencia de marca con herramientas de inteligencia artificial en tienda de ropa en Guayaquil caso ropa Lissey

Abstract

CONDITION FOR PUBLICATION OF PROJECT. This project analyzes the needs of the Ecuadorian fashion market. The general objective is to design a brand experience manual for the Ropa Lissey store, supported by artificial intelligence tools accessible to SMEs. The hypothesis is that the application of experiential branding strategies, integrated with technological resources, strengthens the brand's identity and improves customer loyalty. The project's justification is based on the need for Ecuadorian SMEs to differentiate themselves in a highly competitive market. The research was conducted using a qualitative approach, utilizing structured and unstructured interviews, brand audits, SWOT analyses, and benchmarking with national and international brands, in addition to the Design Thinking methodology to structure the proposal. The results showed that Ropa Lissey has strengths in the emotional connection with its customers and a competitive positioning compared to international brands, although it has limitations in the standardization of processes and the use of technological tools. The resulting model consisted of a digital manual that guides SMEs in implementing brand experiences, integrating practical steps supported by artificial intelligence. It was concluded that the application of this model contributes to strengthening brand identity, generating emotional connection with customers, and contributing to sustainable business growth. Keywords: Experiential branding, brand culture, artificial intelligence, SMEs, fashion.