This article seeks to contribute to the literature on circular business model innovation in fashion retail. Our research question is which ‘model’—or combination of models—would be ideal as a business case crafting multiple value creation in small fashion retail. We focus on a qualitative, single in-depth case study—pop-up store KLEER—that we operated for a duration of three months in the Autumn of 2020. The shop served as a ‘testlab’ for action research to experiment with different business models around buying, swapping, and borrowing second-hand clothing. Adopting the Business Model Template (BMT) as a conceptual lens, we undertook a sensory ethnography which led to disclose three key strategies for circular business model innovation in fashion retail: Fashion-as-a-Service (F-a-a-S) instead of Product-as-a-Service (P-a-a-S) (1), Place-based value proposition (2) and Community as co-creator (3). Drawing on these findings, we reflect on ethnography in the context of a real pop-up store as methodological approach for business model experimentation. As a practical implication, we propose a tailor-made BMT for sustainable SME fashion retailers. Poldner K, Overdiek A, Evangelista A. Fashion-as-a-Service: Circular Business Model Innovation in Retail. Sustainability. 2022; 14(20):13273. https://doi.org/10.3390/su142013273
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Hoewel consumenten aangeven duurzame aspecten van kleding belangrijk te vinden, vertaalt dit zich niet direct in de aankoop van meer duurzame kleding. Uit een enquête van TMO Fashion Business School onder de klanten van mkb multi-brand fashionretailers (steekproefgrootte= 363) blijkt dat 61% van de ondervraagden niet weet welke merken duurzaam zijn en behoefte hebben aan transparantie hierover. Daarnaast vindt 71% de communicatie van verkoopmedewerkers over duurzaamheid slecht (Van der Laan, 2022). Wat kunnen mkb multi-brand fashionretailers doen om hun assortiment duurzame kleding beter te verkopen? Om antwoord te geven op bovenstaande vraag is Next Fashion Retail (NFR) opgericht; een SIA onderzoeksproject van De Haagse Hogeschool, TMO Development Center, Cube Retail en branchepartners Modint, Inretail en Euretco. Next Fashion Retail onderzoekt hoe moderetailers de online en offline retailomgeving kunnen inzetten om de verkoop van duurzame kleding te stimuleren (Van der Laan, 2022). Het onderzoeksproject van NFR is gestart met de onderzoeksvraag: Hoe kunnen mkb multi-brand fashion retailers hun customer journey inrichten om de verkoop van duurzam(er)e kleding te vergroten? In het voorjaar van 2022 zijn op basis van deze eerste onderzoeksresultaten innovaties ontwikkeld door designstudenten, die retailers helpen hun duurzame mode-aanbod beter te verkopen (Van der Laan, 2022). Het winnende design idee van het NFR onderzoek zijn de informatieve hangers van Maaike Roos: Deze zogenaamde ‘conversation pieces’ stimuleren de dialoog tussen medewerkers en klanten over duurzaamheid en zorgen ervoor dat zowel medewerkers als klanten meer informatie over duurzamere keuzes krijgen. Er zijn 3 categorieën geformuleerd met 6 vragen, vijf op de hangers en éen op de ‘give away’ bij de kassa. De drie categorieën zijn: materialen, makers en care. De categorie materialen bestaat uit de materialen: katoen, polyester, viscose en wol. De categorie ‘ makers’ bestaat uit een shelftalker en een hanger eveneens de categorie ‘care’. Het onderzoek is zowel on- als offline: het offline gedeelte wordt uitgevoerd door studenten van TMO Fashion Business School en zal worden uitgevoerd bij negen retailers in de periode van 14 oktober tot 9 december 2022 (zie tabel 1.0). Het online gedeelte wordt uitgevoerd door studenten van de opleiding Ondernemerschap en Retailmanagement van de Haagse Hogeschool.
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Recent developments in digital technology and consumer culture have created new opportunities for retail and brand event concepts which create value by offering more than solely marketing or transactions, but rather a place where passion is shared. This chapter will define the concept of ‘fashion space’ and consumer experience, and delves into strategies for creating experiences that both align with a brand’s ethos and identity and build brand communities. It will provide insight on creating strong shared brand experiences that integrate physical and digital spaces, AR and VR. These insights can be used for consumer spaces but also for media and buyer events, runway shows, test labs and showrooms. Since its launch in 2007, international fashion brand COS has focused on creating fashion spaces that build and reinforce a COS fashion community. COS retail stores with their extraordinary architecture, both traditional and contemporary, contribute stories and facilitate intense brand experiences. Moreover, COS’ dedication to share the artistic inspirations of its people led to collaborating on interactive and multi-sensory installations which allow consumers to affectively connect to the brand’s personality and values. Thus, the brand was able to establish itself firmly in the lifestyle of its customers, facilitating and developing their aesthetics and values. This is an Accepted Manuscript of a book chapter published by Routledge/CRC Press in "Communicating Fashion Brands. Theoretical and Practical Perspectives" on 03-03-2020, available online: https://www.routledge.com/Communicating-Fashion-Brands-Theoretical-and-Practical-Perspectives/Huggard-Cope/p/book/9781138613560. LinkedIn: https://nl.linkedin.com/in/overdiek12345
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An interactive full-length mirror that allows you to browse through an endless collection ofclothing and see immediately whether something fits you, including when you turn around, and which also allows you to send a picture quickly to your family and friends to hear what they think. This mirror is a technological development that is already possible and which is being introduced in fashion stores here and there. But how probable is it that this technological innovation will become a permanent feature of our shopping experience? To answer this question we shall describe the expectations that exist about the developments in shopping over the coming years. We shall then examine to what extent these developments already play a role in shopping now, in 2014. In order to maintain an overview, we shall introduce a typology based on the STOF model. All of the innovations mentioned are ultimately aimed at offering added value for the consumer, but who is that consumer and what does he or she need? An inventory of how the shopping consumer is regarded makes it clear that new perspectives are required in order to do justice to the complexity of the retail behaviour and the retail experience. Finally, we will briefly examine specific cross-media aspects of shopping, such as the multichannel strategy of retail outlets and the role of the physical store in relation to the webshop. We end by offering a research framework for the 'service encounter' in the retail process based on the concept of Servicescapes. This framework allows to chart and answer a number of essential questions surrounding the probability of innovations more systematically.
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We describe here the design and implementation of the Fashion Tech Farm (FTF), which aims to drive sustainable innovation in garments and fashion. We describe our goals, design principles, and the implementation. The design principles are rooted in an understanding of the fashion system, open networks, and entrepreneurial thinking. After four years of work on the FTF, we review three projects to evaluate how far the work has achieved the main goals and how our design principles are developing.
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Although it appears increasingly important yet potentially challenging to attract customers to physical stores, location-based messaging, i.e., delivering mobile phone messages using data about the recipient's location when that recipient is near the sender, has been said to enable such attraction. Still, existing studies offer very limited insight into which particular location-based persuasion approach retailers should use. Drawing on persuasion theory, this exploratory study aims to investigate and compare the potential of two discrepant persuasion techniques (scarcity and social proof) to influence customers' experiences and thereby stimulate them to visit the retailer's physical store. A factorial survey design was applied to test the research model. Data were collected from a sample of actual customers of a Dutch fashion retailer (n = 579). The results suggest that scarcity is a more effective persuasion technique in the studied context than social proof; scarcity-focused messages appear to be experienced as more informative, more entertaining and less irritating, seem to be valued more because of this, and are thus more likely to incline customers to visit the store. We discuss these findings and their implications for theory as well as for practice.
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While consumers have become increasingly aware of the need for sustainability in fashion, many do not translate their intention to purchase sustainable fashion into actual behavior. Insights can be gained from those who have successfully transitioned from intention to behavior (i.e., experienced sustainable fashion consumers). Despite a substantial body of literature exploring predictors of sustainable fashion purchasing, a comprehensive view on how predictors of sustainable fashion purchasing vary between consumers with and without sustainable fashion experience is lacking. This paper reports a systematic literature review, analyzing 100 empirical articles on predictors of sustainable fashion purchasing among consumer samples with and without purchasing experience, identified from the Web of Science and Scopus databases.
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This study proposes a framework to measure touristification of consumption spaces, consisting of concentration of retail capital, business displacement and standardization of the consumption landscape. This framework is tested using business registration data and rent price estimates for consumption spaces in Amsterdam between 2005 and 2020. Touristification emerges from concentrations of retail capital and standardization, but occurs without causing significant business displacement. A cluster analysis identifies different variations of touristification. Besides the more typical cases these include nightlife areas, gentrifying consumption spaces and specialized retail areas. This suggests that local contingencies cause consumption spaces to respond differently to increasing tourism.
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Service robots provide retailers with new opportunities to innovate their in-store service offerings. Despite advances made in the fields of human-robot interaction, information systems, and marketing, there is relatively little known about how to apply a service robot in retailing. In this paper we aim to shed light on this issue by exploring the added value, roles, and prototyping of a service robot in fashion retailing. Using two Dutch fashion stores as real-life settings, we apply differentinteraction techniques (observation, interview, survey, structured role play, prototyping) to generate first insights and obtain lessons learned. The results of our study suggest that fashion retailers would benefit most from using service robots for communication of promotions and provision of product information. When applying service robots to these use cases, customers seem to prefer briefly and clearly expressed information that is communicated in a style that matches (in-)store communications. Still, the lack of personal attention and social support associated with a service robot makes retailers and store personnel rather reluctant to use them for their service excellence-oriented stores.
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RFID technology is a promising technology currently finding its way into the field of customer interaction strategy, supply chain accuracy and inventory management. Primarily, RFID tags are seen as substitutes of traditional barcodes, yet they can add a lot of value and functionality. Where barcodes require a scanning device to be placed directly in front of the tag to be read, RFID tag readers are able to scan all tags that are in the proximity of the scanner . The next difference is that whereas barcodes usually are the same for all articles of the of the same type (i.e. a jar of peanut butter of brand x), RFID tags will be unique for each individual product occurrence. This opens up the possibility of tracking the entire history of a specific occurrence of a product. Moreover, due to the nature of the scanning technology, it suddenly becomes achievable for manufacturers to track individual products through all stages of production and base inventory management and front office planning on real-time data at item level from production facilities.
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