Fashion brand preferences among young consumersMargaret K. Hogg Margaret Bruce; Alexander J. Hill
1998 International Journal of Retail & Distribution Management
doi: 10.1108/09590559810231742
Although there has been some research into young consumers, for instance their approaches to product categorization; their decision‐making strategies; and their role in family decision making, considerable work remains to be done to understand how young consumers develop brand loyalty, brand preference and reliance. This paper reports the initial findings from an exploratory study of over 200 young consumers (aged 7‐10) which examined perceptions of branded fashion clothing; and the impact of social influences on young consumers’ evaluations of branded fashion products. The findings indicate that product/brand imagery is clearly established among young consumers, particularly for branded fashion sportswear; and the results suggest that research design must take account of both age and gender differences when choosing methods for eliciting data from young consumers.
Camera observations of customer behaviour in fashion retailing: methodological propositionsChristopher A. Dodd Ian Clarke; Malcolm H. Kirkup
1998 International Journal of Retail & Distribution Management
doi: 10.1108/09590559810231779
Attempts to construct consumer typologies are an enduring feature of retailing research and frequently centre on economic and demographic characteristics. Such research highlights the relatively poor understanding of real‐life consumer behaviour and, in particular, the need to develop more appropriate methods of examining the behaviour of consumers within real‐life retail settings. As a first step in a study designed to assess the role of group identity in fashion clothing purchasing, this paper outlines an innovative methodological approach. Based on the experience of a project examining customer behaviour in a major menswear fashion retailer in the UK, the paper outlines a technique involving video observation, coupled with individual in‐depth interviews, as an effective means of generating valid referential accounts of in‐store customer behaviour. The paper considers the ethical and practical problems associated with utilising such a methodology, and points out the managerial and marketing implications of the approach.
Visual merchandising: a neglected area in UK fashion marketing?Gaynor Lea‐Greenwood
1998 International Journal of Retail & Distribution Management
doi: 10.1108/09590559810231797
This paper outlines recent research which demonstrates that the re‐naming of display as visual merchandising has led to centralisation and professionalism of the function. Centralisation of visual merchandising has given the function a strategic profile which has to date been neglected within the literature. The move towards centralisation and therefore increased professionalisation and sophistication of the creative process is discussed and includes the following benefits outlined by the respondents: (1) communicating a cohesive brand image; (2) differentiating the offer from the competition; (3) integrating promotional effort across the brand; (4) increasing availability of technology to facilitate the process. The paper concludes with future research avenues and recommendations.
Arts and crafts and the purists: two contrasting approaches to designing for the British fashion environmentSally Stewart
1998 International Journal of Retail & Distribution Management
doi: 10.1108/09590559810231805
This paper examines the British fashion retailer Jigsaw in its strategy of “individualising” its outlets in the highly competitive British high street environment. In order to distinguish itself in the marketplace as an independent retailer with an acute sense of site and to maximise the impact of its outlets in a diverse range of locations, Jigsaw has deliberately commissioned a series of designers to create a series of memorable and challenging interiors with much resulting critical and financial success. This paper examines the work of two contrasting architects and their interior work, highlighting the individualistic approach to the high street taken by Jigsaw. This proactive attitude taken to both the place and face of design in its outlets has allowed Jigsaw both to tailor its image as required and to add perceived value to its merchandise. This paper examines the impact that design has had in facilitating this success.
Case study: Schuh ‐ Clothing for Feet on the WWWRuth Murphy
1998 International Journal of Retail & Distribution Management
doi: 10.1108/09590559810231814
The purpose of this paper is to assess one fashion retailer’s use and implementation of a Web site. The article adopts a case study approach using Schuh, an established fashion footwear retailer operating on the high streets of the UK and Northern Ireland. Research data were collected through exploratory interviews with both the marketing director of Schuh and Marketing and PR personnel of Shoeworld, a Yorkshire based footwear retailer who have developed an electronic footwear shopping mall, and who were responsible for setting up Schuh’s Web site pages. This work also considers how other fashion retailers are currently using their Web sites. With the inclusion of Schuh, very few are using it for transactional purposes; therefore further consideration is given to why this should be the case.