Bethan Alexander, Karinna Nobbs and Rosemary Varley
The purpose of this paper is threefold: first, to establish the role of the pop-up store within the international location strategy of fashion retailers, second, to identify the…
Abstract
Purpose
The purpose of this paper is threefold: first, to establish the role of the pop-up store within the international location strategy of fashion retailers, second, to identify the factors influencing pop-up store location choice and the importance retailers ascribe to it and third, to assess how pop-up locations are sourced and selected.
Design/methodology/approach
A multiple case study was adopted. Research was conducted using secondary data sources, observation and semi-structured interviews with senior executives with strategic responsibility for store/brand development internationally. Manual content analysis was conducted.
Findings
Key findings cover the role of Pop-up stores within international retail location strategy, notably features, forms and function, with the latter highlighting the importance of opportunistic market testing and trial, reduced risk, regeneration, ROI- and CRM-driven decisions; the factors impacting location choice and selection, specifically the trade-offs between reactive and proactive approaches and the importance of networks and intuition, and future pop-up directions.
Research limitations/implications
Due to the chosen research approach, the results may lack generalization outside of the given sector and marketplaces. Several avenues for future research are elucidated including exploration of pop-up transformations including pop-up rebrand, technology enabled, experiential and third place.
Originality/value
The study contributes to the nascent field of research by providing new insight into the role of pop-ups within international location strategy, the factors influencing location choice and selection and offers a pop-up location taxonomy.
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Keywords
Mandy Sheridan, Christopher Moore and Karinna Nobbs
The purpose of this article is to review the potential contributions of category management (CM) to the UK fashion sector and subsequently to establish evaluation criteria for the…
Abstract
Purpose
The purpose of this article is to review the potential contributions of category management (CM) to the UK fashion sector and subsequently to establish evaluation criteria for the application of CM in the UK fashion sector.
Design/methodology/approach
Qualitative research was employed through an exploratory case study method.
Findings
Category management is limited in its application in the fashion industry. The study found that fashion companies adopted collaborative structures in order to implement a CM approach and a CM approach contributes to the development of a fast fashion business orientation.
Research limitations/implications
Exploratory case study method does not allow for the results to be generalised.
Originality/value
The paper proposes a model of the evaluation of the application of category management in the fashion sector.
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Karinna Nobbs, Christopher M. Moore and Mandy Sheridan
Since the concept of the flagship store format was first introduced to retailing in the 1970s, both its form and function have evolved considerably. The highest concentration of…
Abstract
Purpose
Since the concept of the flagship store format was first introduced to retailing in the 1970s, both its form and function have evolved considerably. The highest concentration of flagships can be seen in the luxury fashion market. This paper aims first to define the flagship concept in terms of its key characteristics, and second to outline the academic and industry developments, thereby charting its evolution.
Design/methodology/approach
Research was undertaken qualitatively due to the exploratory theory building nature of the subject area and the absence of accepted theoretical frameworks. This took the form of non participant observation and in‐depth interviews with brand representatives within seven major fashion capitals.
Findings
The research identifies essential elements of the luxury store format: its scale and size which usually exceeds functional need; it is derived and built on the twin features of exclusivity and uniqueness; it seeks to offer the customer a justification for their visit. The format evolves and adapts to find new ways of generating and communicating differentiation.
Research limitations/implications
The findings provide direction for future research in the area, in particular, an opportunity to investigate how luxury flagship stores adapt in order to accommodate market conditions.
Originality/value
The paper delineates the characteristics of the luxury flagship store format and identifies a new characteristic of this format.
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Veronica Manlow and Karinna Nobbs
Luxury shopping touches upon many facets of experience, ranging from the strategic objectives of the brand to the subjective, interpersonal experiences of individuals. The purpose…
Abstract
Purpose
Luxury shopping touches upon many facets of experience, ranging from the strategic objectives of the brand to the subjective, interpersonal experiences of individuals. The purpose of this paper is to investigate the flagship's form and appearance: including architecture, decor, arrangement of space, symbolic elements, location, and its function to better understand the role of the aesthetic environment of the flagship as a means of communicating the brand's objectives, which are mediated by a consumer's perception of the brand and store, the goals he or she brings to the experience, and the situational determinants of the shopping experience.
Design/methodology/approach
The authors explore the strategic role and customer experience of flagships in major international locations through interviews with luxury flagship managers and customers. Site visits were made to multiple brands. Ethnographic research on the consumer experience was carried out in two locations of a major brand's flagship store.
Findings
The authors arrive at definite characteristics comprising branding strategies, retail practices, and the consumer experience. The findings contribute to a more comprehensive delineation of the meaning and purpose of luxury flagships.
Research limitations/implications
The exploratory study focused broadly on managers’ views, and on the customer experience of one brand in two major cities. Comprehensive interviews and survey research should be conducted in targeted stores with a focus on customers at these flagships.
Practical implications
The paper yields practical information which can be used by brands to more effectively provide a satisfying customer experience. The paper adds to the empirical research on the aesthetic dimensions of flagship stores, its function in relation to the brand, and the experience it provides customers.
Social implications
This empirical study explores the meaning and usage of branded spaces and retailing strategies to those who experience the environment: managers and customers.
Originality/value
The paper explores the phenomena of the luxury flagship experience along two pivotal points: the point of view of managers who are charged with promoting the goals set forth by the brand and that of customers who experience the luxury environment on their own terms, as well as responding to the sensorial environment they encounter.
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Pragya Jayaswal and Biswajita Parida
Augmented reality (AR) has emerged as a new interactive technology, swiftly transforming the field of marketing. Driven by its rapid uptake in marketing practices, academic…
Abstract
Purpose
Augmented reality (AR) has emerged as a new interactive technology, swiftly transforming the field of marketing. Driven by its rapid uptake in marketing practices, academic research on AR has proliferated. This study aims to offer a holistic view of the past, present and future of augmented reality marketing (ARM) scholarship by analyzing its current and evolving research profile as well as its social and conceptual structures to inspire further research.
Design/methodology/approach
This study enriches the ARM scholarship by integrating a quantitative bibliometric analysis with a chronological-thematic review and a qualitative content analysis to develop a more comprehensive understanding of this novel area and suggest future research courses.
Findings
The bibliometric analysis reveals the key performance indicators as well as the social and conceptual structure of the ARM research field. The chronological-thematic review exhibits the advancement of ARM research over time and forecasts the emerging trends for the domain. Finally, the content analysis of recent articles reveals the current research hotspots and provides future research directions.
Research limitations/implications
The database limits the selection of literature, as the information in databases such as Scopus is updated regularly, resulting in alterations in the number of articles and citations.
Practical implications
AR developers and brand managers may use this study’s findings to understand the current ARM landscape better and make strategic decisions based on AR adoption and consumption patterns.
Originality/value
This study is singular in using a mixed methods approach by integrating the findings from bibliometric and content analyses for more reliable results and to offer a holistic perspective of the ARM sector, thereby significantly advancing the field of technology-led marketing.