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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Local governments in Western Europe increasingly use city time-access regulations to improve social sustainability. These regulations significantly influence the distribution process of retail chain organizations. This paper studies the impact of governmental time-window pressure on retailers' logistical concepts and the consequential financial and environmental distribution performance. We determine which dimensions in the retailer's logistical concept determine its cost and emission sensitivity to increasing time-window pressure. Our research is based on a multiple case study of fourteen Dutch retail cases in different sectors and with different store formulas. The retailers provided all organizational, flow and cost data of their secondary distribution (between distribution center and stores). We use these data to calculate the impacts of different time-window pressure scenarios, including the current situation, using vehicle routing software. It appears that cost and emissions increases are moderate, when few cities are affected. However, as more cities are affected, costs and emissions increase considerably, particularly if time-window lengths become shorter. Time-windows harmonized between cities lead to fewer negative effects. We find various dimensions that contribute to reducing a retailer's sensitivity to time-window pressure. We formulate conclusions hypothesizing the links between time-window pressure, its effects, and the dimensions that determine these effects. © 2007 Elsevier B.V. All rights reserved.
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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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In “Van Pop-Up store naar local hero” doet de Haagse Hogeschool in samenwerking met de Gemeente Den Haag, Inretail en creatieve ondernemers onderzoek naar businessmodellen die pop-up stores van laatst genoemden, helpen doorgroeien naar levensvatbare ondernemingen. Traditionele businessmodellen voor de retail blijken weinig geschikt voor deze creatieve ondernemers. Zij hebben de Haagse Hogeschool gevraagd te onderzoeken wat wél werkt. Het onderzoek wordt daarom ingericht op basis van de vraag: “Welke bouwstenen van businessmodellen helpen creatieve ondernemers om een pop-up experiment tot een levensvatbare en lokaal onderscheidende onderneming te laten doorgroeien?” Het project wil aldus door inventarisatie en analyse van succes- en faalfactoren komen tot een geraamte van kritieke bouwstenen voor retail business modellen, die, afhankelijk van de aard van de creatieve ondernemer, op maat kunnen worden toegepast.
