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The purpose of this paper is to estimate retailing efficiency in a 26-store women clothing retail chain and to decompose it in several measures in order to contribute to the performance improvement of this retail service firm, as well as to compare the efficiency of the different decision making units.

This paper uses the following measures to estimate efficiency: sigma convergence analysis; efficiency analysis; technical efficiency (TE) analysis; pure technical efficiency (PTE) analysis and scale efficiency (SE) analysis for a set of 26 stores of a women retail service brand operating in Portugal. A cross-section input-oriented data envelopment analysis (DEA) is used to analyse quarterly data sets from 2010 to 2013.

The results show that costs with personnel are slightly increasing when analysed using the sigma convergence method, although there are some geographical differences. Moreover, it is possible to witness that the retail store chain’s TE diminishes as the operations outputs do not grow as fast as input savings. On the other hand, there are no SE problems as the levels of SE are larger than pure efficiency levels.

The main limitation of the study stems from the fact that the analysis is based on a simple retail chain, which makes it a single case study. Therefore, the generalisation of the conclusions for other firms or for other periods of analysis should be made cautiously.

It is shown that some stores have a good TE and other stores have some SE advantage. As such, it is possible to select some stores as benchmarks to deploy internal efficiency throughout the retail chain.

The contribution of this paper is based on the application of the sigma conversion and DEA techniques to evaluate efficiency in retail service store.

The changes in the Czech Republic brought by the transition process had a significant impact on all sectors of the economy and none more so than on retailing. Presents the initial findings of a long‐term longitudinal study of clothing retailing in the Czech Republic examining the retail format and merchandise assortment structure of clothing retailing in the period of 1994‐1999. The research focused on Czech towns and specifically excluded the capital city of Prague. From the analysis of the retail format development two broad conclusions emerge. First, the smaller towns appear to be more conservative in terms of structural change. Second, there appears to be more extensive changes in retail format patterns occurring in the larger towns. .

This study measures the levels of satisfaction regarding retail attributes and apparel fit among speciality‐size (petite, tall, large) college women. Previous studies have measured satisfaction among older speciality‐size women, but none has focused on younger women. The study utilised a conceptual framework based on Renoux's theory of retail satisfaction which consisted of three dimensions: shopping system satisfaction, buying system satisfaction, and consuming system satisfaction. Renoux's theory of retail satisfaction was applied to speciality‐size college women when considering apparel purchases. Female students from nine geographically diverse universities completed the questionnaire. The 358 respondents were categorised into three speciality‐size groups based on their height or clothing size. Respondents who were not categorised as being speciality‐size were placed in an average category. Analyses of variance were used to measure the levels of satisfaction. Findings indicated large‐size college females were the only group who had significant dissatisfaction in regard to shopping and buying systems (retail attributes). The results were surprising because there are numerous stores specifically targeted to large‐size females; however, these stores do not appear to be satisfactorily meeting the needs of the large‐size college females who participated in this study. Petite, tall and large‐size college females indicated dissatisfaction with various apparel fit variables, with the large‐size group being most dissatisfied. The results indicated that apparel manufacturers should re‐evaluate their sizing standards; perhaps a universal, international sizing standard is warranted.

Plus-size women represent a large consumer segment that has grown in popularity with the fashion industry, retailers and advertisers. Despite advancements in clothing availability for plus-sized women, the shopping experience for these women (compared with that of straight-size women) often still falls short. The current experience leaves plus-sized women feel like a second-class, minority group despite the fact that the majority of women in USA are considered plus-size. The purpose of this study was to assess how US-based, value- and mid-market online clothing retailers position their plus-size female clothing sections in their site navigation.

This study assessed the websites of N = 68 popular plus- and straight-sized US-based, value- and mid-market retailers to evaluate the placement of, and options available in, their plus-sized clothing sections.

Findings revealed that the majority of retailers completely separated out the plus-sized section from the straight-sized section and that the language used to describe plus-size clothing was body-focused (versus clothing-focused for straight-size clothing sections). Theoretical and practical implications for marketers, advertisers and retailers are discussed.

This is the first study to assess the separation of plus- and straight-sized clothing sections in online retail spaces. As brands begin to consider combining plus- and straight-sized clothing sections (see Old Navy), it is important to assess how wide-spread the separation of sections currently is in online retail environments.

The purpose of this qualitative study is to investigate how young female customers establish psychological relationships with small- to medium-scale retail stores over time forming purchase intentions, actual purchase patterns and repurchase behaviour. Role of various customer typologies was also considered.

A case study approach was implemented to collect and analyse data, where data was collected from 20 young female customers and ten clothing retailers using purposive sampling via semi-structured interviews. Interviews with customers were conducted in a place of their choice such as in a coffee shop, whereas data from retailers were collected in the retail stores. Both online and offline retail patronage was considered to incorporate the growing tendency towards online shopping. Results were analysed using thematic analysis.

This study managed to reveal a number of interesting findings on how female customers form and develop psychological relationships with clothing retailers over time that ultimately builds customer loyalty. Customer behaviour in pre-purchase, purchase and re-purchase stages can significantly vary according to their individual perceptions, whereas they have a few favourite clothing brands that they frequently shop for. Preference for online shopping was found to be minimal, most of them enjoying in store experiences. Further, word of mouth and unique designs emerged as key contributors in establishing retail brand loyalty.

This paper provides better insights for clothing retailers and industry practitioners in understanding how customer perceptions affect clothing purchase decisions.

This paper contributes to the retail literature by emphasizing on various elements that should be amalgamated through proper synthesis to serve customers. The research is unique as it analyses customer behaviour using a recreational activity model as opposed to marketing models to demonstrate how customers develop relationships with retail brands overtime.

This paper explores fashion availability, fit and affordability in the UK stores especially for those women who wear size 16 and over; and examines their satisfaction/dissatisfaction with the retail experience.

The satisfaction of customer needs remains a fundamental tenet of marketing theory, research and application. This survey was an exploratory study into satisfaction/dissatisfaction with the fashion provision and shopping environments for women in the UK. A questionnaire solicited the views of 250 women thereby enabling the researchers to gauge consumers' views on sizing, fit and fashion availability, perception of current offers, pricing and shopping environments.

A large percentage of females, particularly those who wear size 16 and over, are dissatisfied with retail environments, fashion and sizing provision among major UK market players. While most women shopped from the high street and department stores, the larger woman had great difficulty in finding well‐fitting fashionable clothing in general, and with certain categories being most problematic. Respondents' views would appear to contradict previously accepted wisdom that clothing consumption activity is leisure and pleasure orientated; many negative experiences prevailed leaving them unhappy and disenfranchised.

The findings presented are the views of women's experiences in one city in the UK. Future research could include a wider sample from more cities.

Marketers should be aware of the need for affordable fashions for larger women. Lack of appropriate sizes is a major source of dissatisfaction. This creates negative emotions in terms of: merchandise choice, visual merchandising, store environment, sales personnel attitude, pricing policies and promotional activities. These factors are the very foundations of consumer satisfaction and the evidence of consumer dissatisfaction resulting in avoidance behaviour should be particularly worrying for retailers, given that they are operating in an increasingly competitive and saturated fashion environment.

This paper provides an initial indication of what creates consumer satisfaction or dissatisfaction about fashion, fit, affordability and retail environments in the UK particularly among larger women. This paper shows areas of specific concern for marketers.

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.

The purpose of this study is to determine whether clothing benefits sought (CBS) affected fit preferences, satisfaction with the fit of ready‐to‐wear, label style preferences, and shopping behaviors of US women.

Written questionnaires were completed to determine the relationship between the CBS paradigm and the fit and shopping variables examined in the study. A larger study from which these findings are drawn involved behaviors related specifically to pants.

Responses on questionnaires from 150 women indicated four CBS factors: Fashion Forward, Sexy, Reputation, and Individualist. Study participants who desired Fashion Forward benefits preferred to shop in specialty stores and a tighter fit. Participants who sought Sexy benefits spent the most money on average, for a new pair of pants, preferred a tighter fit, clothing sized by waist dimension, and shopping in specialty stores. Participants who desired Reputation benefits from clothing shopped in specialty stores. Respondents who sought the Individualist benefits were more likely to shop via catalog/internet.

Data were obtained from a convenience sample of women in a metropolitan area of the USA, thus generalization of results is limited.

In an overstored, highly competitive retail environment, the CBS paradigm will be useful in targeting product and product delivery. The findings indicate, however, that women who seek different benefits from their clothing do shop differently.

Results of the study will help one to better define markets according to an intuitively useful psychographic variable for which there has been limited research.

Ann Taylor was founded in 1954, and its classic black dress and woman's power suit were staples for years. In 1995 Ann Taylor LOFT was launched to appeal to a more casual, costconscious consumer. Under Kay Krill's leadership, the division began to outperform the original flagship. When Krill was promoted to President/CEO of Ann Taylor Stores Corporation in 2005, she was challenged with rebuilding the Ann Taylor brand - (i.e., meeting the “wardrobing needs of the updated classic consumer”) while maintaining the image and market share of LOFT. By mid-2008, an additional problem appeared: the macroeconomic climate was posing considerable uncertainty, especially for retail businesses. Krill was firmly committed to long-term growth. However, given the 2008 situation, what could she do to unleash what she believed was the firm's “significant untapped potential”?

The aim of this paper is to expand the scant literature related to retail branding ideology and the application of mythotypes to flagship stores within the Chinese setting. The study explores the transplantation of a retail brand ideology in the form of complex home‐country cultural content to a host culture whose local retail narratives differ significantly from those of the brand enterprise.

This is an ethnographic study that spans the two years of the focal store's existence. With the help of native‐speaking graduate assistants, store visits, interviews with Chinese locals and internet mentions and secondary information were collected. Data include fieldnotes, interview transcripts, photographs, news articles, blog comments and website information.

The paper details the mythotypic mistuning of marketscape and mindscape that contributed to the failure of this flagship store and build theory concerning the implementation of retail brand ideology and retail theatrics. The paper concludes that successful themed flagship brand stores encapsulate ideology in stories composed of mythotypes and encourages the enactment of that ideology through multiple, interrelated brand experiences. Misalignments of these mythotypes can impede the acceptance of retail brand ideology and the diffusion of the retail theatre concept.

While foreign and domestic flagship brand stores have flourished in China, cultural propriety of these stores includes a host of physical design cues that must mesh with the local culture's sensibilities and the brand's provenance. To translate the retail brand ideology into customer‐centric meaning is challenging. The presence or absence of mythotypes comprising the servicescape profoundly affect their success.