A qualitative study of micromarketing merchandising in the US apparel retail industry

Abstract

PurposeTo examine the variables that influence micromarketing merchandising in the apparel industry in order to help new retailer understand the importance of micromarketing merchandising.Design/methodology/approachA model was developed showing the different variables that influenced micromarketing merchandising. General merchandising managers of 20 US‐based apparel retail chains were interviewed using a questionnaire developed after analyzing the available literature. A qualitative method of data analysis was conducted and the model was revised based on the findings of the research.FindingsA qualitative analysis of the transcribed interviews indicated that assortment, demographics, pricing and customer loyalty were the primary variables that effected micromarketing merchandising in the apparel retail industry. The sub‐variables in the study included lifestyle, ethnicity, store size and location, and customer service.Research limitations/implicationsThe research was limited to US‐based apparel retailers. Future research could be directed towards in‐depth quantitative analysis of each variable influencing micromarketing merchandising.Practical implicationsThe results of this study could be used by managers of retail chains to understand the various variables that need to be considered while micromarketing merchandising for their store. Based on the area the store is located in, the importance of each variable can be adjusted to best suit specific stores.Originality/valueUnderstanding the importance of micromarketing merchandising can help new retailers study their consumers based on the important dimensions reported in this research and buy the right product for their target consumers.