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Article

Cheng Yu Sum and Chi Leung Hui

The purpose of this paper is to investigate which dimension of salespersons' service quality is of most importance for customer loyalty in a fashion chain stores setting…

Abstract

Purpose

The purpose of this paper is to investigate which dimension of salespersons' service quality is of most importance for customer loyalty in a fashion chain stores setting. It also aims to assess the effects of two retail environmental factors (price level and customers' demographic variables) on the customer loyalty of salespersons service quality.

Design/methodology/approach

The study uses the SERVQUAL service quality instrument with modification in measuring the salespersons' service quality in the Hong Kong fashion retail environment. In order to measure customer loyalty in fashion chain stores, multi‐item measures were used to collect data on repatronage intentions, word‐of‐mouth intentions, and satisfaction. A total of 232 surveys were administrated to shoppers who were leaving a fashion chain store in Hong Kong.

Findings

The results showed that the empathy dimension of salesperson service quality is the most important for customer loyalty in Hong Kong's fashion chain stores but the empathy dimension of salespersons' service quality in fashion retail stores could not be affected by these two retail environmental factors. Furthermore, the salespersons' service quality in the reliability dimension is significantly impacted by the customers' demographic characteristics, but not by price level set by fashion chain stores.

Research limitations/implications

The study was carried out in four popular retail districts of Hong Kong and the results obtained may not be generalized to the country as a whole. The findings that are relevant in a fashion retail setting may not applicable in other retail environments.

Originality/value

The findings can direct fashion retailers to improve the specific service dimensions and work to provide customers with more value through services which will consequently improve internal and external standards of quality and performances in fashion retail settings, thus bringing about repeat customers and increased profitability.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 13 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

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Book part

Priscilla Y.L. Chan

China represents around 20% of the world's population, and her economy is still performing well under economic crisis. Historical events have shaped different parts of…

Abstract

China represents around 20% of the world's population, and her economy is still performing well under economic crisis. Historical events have shaped different parts of China with different economic developments and cultural encounters. The most prominent difference is between Hong Kong and the Mainland. This chapter would like to examine the development and issues of fashion retailing in China. For better understanding, this chapter starts with a brief discussion on apparel industry development and fashion culture in Hong Kong and the Mainland, follows by historical development and then presents systems of fashion retailing in both Hong Kong and the Mainland. Desktop research and exploratory research techniques were employed. Stores of international fashion luxury brands in Hong Kong, Shanghai and Beijing were visited. Comparison of branding issues, particularly for luxury market in Hong Kong and the Mainland are discussed, so are future directions of fashion retailing in these places.

Details

International Marketing
Type: Book
ISBN: 978-0-85724-448-2

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Article

Yingtong Zhong and Sovan Mitra

The Chinese fashion market is becoming increasingly important in terms of consumption volume and value. A critical aspect of the Chinese fashion market is the role of the…

Abstract

Purpose

The Chinese fashion market is becoming increasingly important in terms of consumption volume and value. A critical aspect of the Chinese fashion market is the role of the fashion retail buyer; however, there exists little literature on their role and their decision-making process. This paper, therefore, explores the role of Chinese fashion retail buyers, their decision-making process as well as the key factors that influence the retail buyer's decision-making process.

Design/methodology/approach

Informed by the inductive approach within Sheth's (1981) framework, in-depth interviews with a number of retail buyers in nine leading fashion companies in China were carried out to explore fashion retail buyers' decision-making processes.

Findings

The results show that management mentality, type of merchandise and type of decision context were the most influencing factors regarding merchandise requirements (MRs). Fashion retail buyers in China are substantially restricted by the management style of the firm, which also influences the product mix choice. To evaluate merchandise, fashion buyers take into account consumer demand, company position, geographical differences and fashion trends. In regards to supplier selection, production stability coupled with quality and cost factors become paramount. The study also demonstrates that country of origin (COO) is a less significant factor in the fashion buyer's decision-making process.

Originality/value

This is the first study that explores the fashion retail buyer's decision-making processes in the Chinese market. The results show Chinese fashion buyers' decision-making processes differ significantly from other markets. This paper offers guidelines for an efficient and effective fashion retail buying process in China. The findings offer important avenues for further research and provide insights for fashion professionals in the Chinese and other emerging markets contexts.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 24 no. 4
Type: Research Article
ISSN: 1361-2026

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Article

Anja Overdiek

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…

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.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 22 no. 1
Type: Research Article
ISSN: 1361-2026

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Article

Daniel Wade Clarke, Patsy Perry and Hayley Denson

The literature holds few contributions regarding the sensory environment of small, privately‐owned retail stores. Hence, this paper seeks to explore the sensory experience…

Abstract

Purpose

The literature holds few contributions regarding the sensory environment of small, privately‐owned retail stores. Hence, this paper seeks to explore the sensory experience of patrons of a small boutique.

Design/methodology/approach

The study uses photo‐elicitation to examine the experience of the sensory retail environment of patrons of a small fashion boutique in the North West of England. Participants were asked to “show me how it feels to shop here” by taking photographs to depict their sensory in‐store experiences. Follow up interviews were carried out to explore the participants’ sensory experiences and then qualitative content analysis was used to identify the typical “likes” and “dislikes” regarding aspects of the sensory environment.

Findings

The findings reveal that it is not just tangible things that can affect a shopper's experience, but store traits such as smell, lighting and presence of owner‐manager can also influence a consumer's experience.

Research limitations/implications

By providing an illustration case study, this paper provides a visual method for researching shopping experience from a sensory perspective. This research concerned small fashion boutiques. Other research as well as this study indicates that studies of sensory environments in other kinds of boutiques could produce different findings.

Practical implications

The paper is intended not only to equip small fashion retailers with an understanding of why some customers dwell and return to browse, but also to help them discern what it is that shoppers want to experience while shopping. Managerial implications are offered with the aim of converting patronage into sales to support survival of small fashion retailers.

Originality/value

This paper contributes to the literature on small to medium‐sized enterprise fashion retailing and the sensory experience of fashion shopping. The identification of sensory touch points in small fashion boutiques helps owner‐managers to understand female shoppers and provides a handrail for thinking up new ways of improving shopping experiences.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 16 no. 4
Type: Research Article
ISSN: 1361-2026

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Article

Qiong Tao and Yingjiao Xu

Fashion subscription service is a newly emerged retailing model that provides an innovative way of shopping to meet consumers’ fashion needs. From the perspective of…

Abstract

Purpose

Fashion subscription service is a newly emerged retailing model that provides an innovative way of shopping to meet consumers’ fashion needs. From the perspective of innovation adoption, the purpose of this paper is to provide an insight of consumers’ perceptions as well as adoption intention of this innovative retailing format.

Design/methodology/approach

This research is qualitative in nature, utilizing focus group study approach. In this paper, content analysis was applied to analyze the data.

Findings

While possessing varying degrees of knowledge about fashion subscription retailing, the participants shared the following perceptions of relative advantages, including convenience, personalization, consumer excitement, opportunities to try new styles, and opportunity to better manage their apparel budget. Concerns mainly focused on missing social shopping experiences and the hassle in the cancellation process. The overall adoption intention was high.

Research limitations/implications

Due to the nature of this research, the sample size was limited and results may not be generalized. This research paid less attention to individual differences, in terms of demographic and psychographic characteristics.

Practical implications

Future marketing could focus more on educating consumers about the attributes of the services they provide. Retailers can strategically leverage the positively perceived advantages in their marketing communications to enhance consumers’ adoption intention of their services.

Originality/value

The paper fills a gap in the literature on consumer behavior toward fashion subscription retailing and sheds light for companies in their endeavors to excel in this new retailing venue.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 22 no. 4
Type: Research Article
ISSN: 1361-2026

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Article

Patsy Perry and Margarita Kyriakaki

The purpose of this paper is to explore the decision-making process used by luxury fashion retail buyers in Greece in order to assess the applicability of Sheth's (1981…

Abstract

Purpose

The purpose of this paper is to explore the decision-making process used by luxury fashion retail buyers in Greece in order to assess the applicability of Sheth's (1981) model to the selection of brands and collections by retail buyers in luxury fashion resellers.

Design/methodology/approach

The study takes an interpretive approach, utilising participant observation and semi-structured interviews with retail buyers in five luxury fashion reseller companies in Greece, which boasts the world's highest proportion of luxury fashion consumers. Qualitative data were analysed thematically according to the theoretical constructs in Sheth's (1981) model of merchandise buyer behaviour.

Findings

Brand reputation, quality, appropriateness for the market and exclusive distribution were the most important criteria for supplier selection. For evaluating merchandise, the most important criteria were design, style, fashionability and quality. The most relevant influencer of decision making in supplier selection was the competitive structure in terms of the power balance between retailer and brand. For merchandise selection, the most relevant influencing factors were retailer size, management mentality, product positioning and type of decision (re-buy or new task).

Research limitations/implications

Due to the exploratory nature of the study and its focus on the context of a particular geographical marketplace, the findings may not be generalised to other countries.

Originality/value

This paper provides an insight into the decision-making practice of retail buyers in Greek luxury fashion retailers, where the buying task involves balancing the retailer's commercial interests with a more cultural role in terms of shaping fashion trends and generating PR and publicity for the retailer. The task is further complicated by the power imbalance between retailer and brand, enabling brands to impose limitations on the buyer's decision. Additionally, the combined influence of shortening product life cycles, increasing product variety and the emergence of a new and younger luxury fashion consumer requires a shift from intuitive to scientific, data-driven decision making.

Details

Journal of Fashion Marketing and Management, vol. 18 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

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Article

Liz Barnes and Gaynor Lea‐Greenwood

The paper aims to establish how fast fashion is translated and communicated in the retail store environment.

Abstract

Purpose

The paper aims to establish how fast fashion is translated and communicated in the retail store environment.

Design/methodology/approach

An interpretive paradigm and inductive methodology made use of participant observation and key informant interviews.

Findings

Whilst efficiencies in the supply chain have facilitated fast fashion's success, centralised control structures have meant that these efficiencies and flexibilities have not been translated into the retail store environment. Marketing communications activity is evident in relation to aspects of fast fashion, for example, through the use of “hero pieces” as identified in this research, however, availability and retail presence must support the fast fashion proposition.

Research limitations/implications

The paper has a UK focus where fast fashion is well established, therefore generalisations relating to other fashion markets may not be appropriate.

Practical implications

Retailers may have interest in the findings to gain competitive advantage in fast fashion.

Originality/value

Academic research on fast fashion research is still in its infancy, however this paper provides some unique insights into the phenomenon which may add to the nascent literature.

Details

International Journal of Retail & Distribution Management, vol. 38 no. 10
Type: Research Article
ISSN: 0959-0552

Keywords

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Article

Stephen Wigley and Chu‐Ling Rachel Chiang

The purpose of this paper is to investigate the retail marketing strategies of one fashion retailer as they are applied in two national markets, and to identify means by…

Abstract

Purpose

The purpose of this paper is to investigate the retail marketing strategies of one fashion retailer as they are applied in two national markets, and to identify means by which international retailer success may be assured.

Design/methodology/approach

The paper is a qualitative case study.

Findings

To be a successful international fashion retailer, the ability to apply and adjust the retail marketing mix elements according to specific target‐market conditions and a wider global strategy is very important.

Practical implications

The paper indicates how an international fashion retailer may manipulate components of its marketing mix to be successful in diverse national markets.

Originality/value

The paper combines international retailing literature with retail marketing concepts to present findings of interest to commercial practitioners and offer opportunities for further research.

Details

International Journal of Retail & Distribution Management, vol. 37 no. 3
Type: Research Article
ISSN: 0959-0552

Keywords

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Article

Bethan Alexander and Anthony Kent

Continuous change has long been recognized as a core characteristic of retailing, its recent acceleration unprecedented, yet innovation in retailing remains…

Abstract

Purpose

Continuous change has long been recognized as a core characteristic of retailing, its recent acceleration unprecedented, yet innovation in retailing remains under-researched, especially within fashion retailing. Therefore, the aim of this paper is to generate a deeper understanding of if, and to what extent, fashion retailers across different market segments are innovating in terms of in-store technology diffusion over time by taking a long-term perspective over five years.

Design/methodology/approach

Drawing on retail change and innovation diffusion theory, the study takes a qualitative approach, using direct observation of 71 fashion stores in London (UK) in 2014 and 2019. In total, 142 stores were tabulated in Excel and qualitatively analysed manually and with NVivo.

Findings

The findings identify the innovation adoption strategies implemented, the types of in-store technologies adopted over time and the fashion retail innovation adopters.

Originality/value

The research offers new knowledge in terms of retail innovation and retail change, specifically on retail diffusion of innovation and the importance of in-store technology integration. Several practical implications for improving technology innovation management are also identified.

Details

International Journal of Retail & Distribution Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-0552

Keywords

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