Opportunities for slow fashion retail in temporary stores

Abstract

Purpose

The purpose of this paper is to further theorize the concept of the “sustainable temporary store” and explore benefits and challenges for slow fashion retailers using temporary stores to promote a new value proposition and develop a business model.

Design/methodology/approach

The theoretical part combines the findings from marketing and human geography literature to theorize pop-up retailing from the slow fashion SME perspective. The empirical part uses a critical case study and a qualitative method approach (primary sources, half standardized interviews, ethnographic observation).

Findings

The study provides theoretical insights into five success criteria for the “sustainable temporary store” across geographies. Empirical findings allow for further conclusions about challenges in regards to spatial requirements and business modeling for slow fashion retail entrepreneurs in the Netherlands.

Research limitations/implications

Limitations of the study are the geographical scope of exiting literature on the global north and the restricted sample size. However, by selecting a critical case, careful geographically restricted generalizations can be made.

Practical implications

The study provides useful information for slow fashion entrepreneurs who want to use cheap temporary space to develop their retail business model.

Social implications

The results show that there is placemaking value (social value creation) in temporary slow fashion retailing.

Originality/value

The study provides a relevant contribution to the theory of pop-up retailing and more precisely to the concept of the “sustainable temporary store.” It also delivers a replicable empirical research design for other geographies.

Citation

Overdiek, A. (2018), "Opportunities for slow fashion retail in temporary stores", Journal of Fashion Marketing and Management, Vol. 22 No. 1, pp. 67-81. https://doi.org/10.1108/JFMM-05-2017-0042