Fashion Stores Research Articles

Effects of employees’ opportunities to influence in-store music on sales: Evidence from a field experiment

The effects of in-store music on consumer behavior have attracted much attention in the marketing literature, but surprisingly few studies have investigated in-store music in relation to employees. By conducting a field experiment in eight Filippa K fashion stores in Stockholm, Sweden, we investigate whether it is beneficial for store owners to give employees more opportunities to influence the in-store music. We randomly assigned the stores into a treatment group and a control group, with the employees in the treatment stores having the opportunity to influence the in-store music through an app developed by Soundtrack Your Brand (SYB). The experiment lasted 56 weeks and sales data were also gathered 22 weeks before the experiment, resulting in a total of 4626 observations. Our results show that sales decreased by 6% when the employees had the opportunity to influence the music played in the store, and the effect is driven by a reduction in sales of women's clothing. Interviews with the employees revealed that they had diverse music preferences, frequently changed songs, and preferred to play high-intensity songs. Employees thus seem to make choices regarding the in-store music that reduce sales, implying that store owners might want to limit their opportunities to influence the background music.

패션 매장의 VMD 구성요소와 20대 여성의 선호 특성에 관한 연구

본 연구의 목적은 패션 브랜드 매장의 VMD(비주얼 머천다이징) 구성 요인을 추출하여 향후 VMD 연구 및 디자이너들에게 효율적인 디자인 가이드라인을 제시하고자 한다. 연구 대상은 패션 브랜드의 관심 있는 20대 여성 소비자로 선정하였다. 연구의 첫 번째 단계에서는 이론적 배경을 바탕으로 설문문항을 구상하여 설문조사를 실시하였다. 자극물에 대한 설문문항으로는 쇼윈도 디스플레이, 인테리어 디자인, 마네킹 디스플레이 등 패션 브랜드 매장의 소비자에게 영향을 미칠 수 있는 요소들로 구성하였다. 두 번째 단계로써 설문 데이터를 수집한 후 SPSS를 통해 요인 분석을 실시하고 측정된 요인의 타당성 및 신뢰성을 검증하였다. 분석 결과에 따르면 패션 매장을 이루는 VMD 주요 구성요소로써는 “Desirability”, “Advertising”, “Visualization”,그리고 “Aesthetics”으로 나타났다. 본 연구에서의 VMD 주요인의 명명 접근법은 디자인기반으로 하여금 감성과 심미성을 중심으로 마케팅 분야에서 볼 수 있는 연구내용과 차이를 두었다. 추출된 각 요인의 신뢰도 분석을 통해 추출된 4개 요인의 Cronbach 알파 값이 0.6 이상으로 요인들은 모두 타당한 것으로 나타났으며, 제시된 4개의 요인과 20대 소비자연령층과의 관계를 확인하기 위해서 일원분산분석(One-way Anova)을 실시하였다. 일원분산분석 결과로 4번째 요인 “Aesthetics”는 20대 소비층과 밀접한 상관관계가 있다는 것으로 밝혀졌다. “Aesthetics”요인은 20대 후반 여성 소비층에게 밀접한 관계와 영향을 가지고 있지만, 직접 설문조사법에 따르면 20대 중반의 소비자들은 20대 초,후반 소비자들보다 오프라인 쇼핑을 더 즐긴다는 것으로 나타났다. 따라서 현재 20대 후반 여성 소비층에 초점을 둔 패션 매장 VMD를, 오프라인 쇼핑을 훨씬 더 즐기는 20대 중반 여성들의 성향에 맞게 구성하는 것이 소비자 만족도와 매장 매출을 증진시키는 데에 기여 할 수 있을 것이라고 기대한다.

A Study on Visual Behavior for Presenting Consumer-Oriented Information on an Online Fashion Store

Growth in online channels has created fierce competition; consequently, retailers have to invest an increasing amount of effort into attracting consumers. In this study, eye-tracking technology examined consumers'' visual behavior to gain an understanding of information searching behavior in exploring product information for fashion products. Product attribute information was classified into two image-based elements (model image information and detail image information) and two text-based elements (basic text information, detail text information), after which consumers'' visual behavior for each information element was analyzed. Furthermore, whether involvement affects consumers'' information search behavior was investigated. The results demonstrated that model image information attracted visual attention the quickest, while detail text information and model image information received the most visual attention. Additionally, high-involvement consumers tended to pay more attention to detailed information while low-involvement consumers tended to pay more attention to image-based and basic information. This study is expected to help broaden the understanding of consumer behavior and provide implications for establishing strategies on how to efficiently organize product information for online fashion stores.

Boutiques and Prêt-à-porter in Santiago de Chile: A Formula for Women’s Modernity (1967–1973)

Abstract In the second half of the 1960s, prêt-à-porter (ready-to-wear) fashion was established in Chile. As an alternative to haute couture (high fashion), prêt-à-porter brought an eagerness for modernisation that was reflected in the setting up of a network of women-led boutiques, which developed strongly between 1967 and 1973. This article first examines the precedents that allowed for the creation of a ‘local fashion system’ that promoted collective work around trades such as knitting and dressmaking. It also analyses the arrangement of a circuit of boutiques in the comuna of Providencia, a strategic sector of Santiago de Chile (the capital city) that fostered the dynamics of social gathering. Later, the article describes the profile of the designer-entrepreneurs whose work was attuned to a female consumer segment that aimed to access a new formula of the modernising bourgeoisie. It also reassesses the rise of a movement called Moda Autóctona, which distanced itself from European fashion and was supported by the government during the socialist regime of Salvador Allende. Lastly, it tackles the eventual dismantling of this network of women’s fashion stores as a result of the installation of a military dictatorship in Chile.

Análise do comportamento de avaliação de marcas: nível de reforço informativo programado e ponto de venda


 Princípios da Análise do Comportamento têm sido aplicados para interpretar e explicar fenômenos relacionados ao consumo, por meio do Behavioral Perspective Model (BPM). O BPM torna possível interpretar parte dos fenômenos que a área de marketing denomina de diferenciação de marca como reforço informativo programado, tipicamente mensurado pela Média de Conhecimento e Qualidade (MCQ). Considerando que uma das variáveis importantes do contexto de uma marca é o local em que é vendida ao consumidor final, o principal objetivo da pesquisa foi examinar a relação entre a diferenciação das marcas e o ponto de venda. Os dados foram coletados por meio de um questionário, respondido por 120 pessoas, que continha marcas de lojas de moda feminina, com pontos de venda em três shoppings de Brasília, qualitativamente diferentes e frequentados por grupos distintos. Os resultados indicaram que uma mesma marca sinaliza níveis de reforços informativos diferentes a depender do ponto de venda, e que shoppings com nível informativo mais alto aumentam os potenciais reforços sociais associados às marcas. Além disso, o trabalho demonstra a utilidade da Teoria Analítico-Comportamental para examinar comportamentos de escolha de marcas ao utilizar o MCQ como medida proximal para mensurar reforços informativos como contingências sociais programadas.

Sistem Customer Relationship Management (CRM) Menggunakan Metode Asosiasi Algoritma Apriori Untuk Menentukan Rekomendasi Produk

There are companies in the fashion sector that sell clothing for both women and men at affordable prices and quality. Currently, there are many competitors everywhere, especially in the Cimahi City area. The current SR Fashion Store boutique has a target of increasing the number of customers and retaining existing customers. However, because this fashion company has problems, namely delivery and determining recommendations that are directly in place, resulting in inconvenience for customers who make recommendations that are not in accordance with the tastes of these customers, because the services provided by the boutique have not been maximized causing customer loyalty to decline. Solutions to overcome these problems must be made a Customer Relationship Management System (CRM) that can be managed by a fashion company besides that the system to be built can also be accessed by customers. The system built will provide recommendations based on the customer's transaction history. To provide recommendations in a system by applying the association method using a priori algorithm, these recommendations are received by member subscribers via email messages. By looking at the transaction history of a customer who has made transactions more than five times, the recommendation will automatically be sent to the customer. The application of the association method using this a priori algorithm shows an attitude to determine product recommendations based on transaction history, by taking 5 product samples and 7 transaction histories in one member producing 2 recommendation rules with a support value of 42.8% and 75% trust.

STRATEGI PEMASARAN USAHA KECIL MENENGAH PADA IBU-IBU AISYIAH MUHAMMADIYAH BALI

Most of the Aisyiah womens in the Muhammadiyah Bali region have side jobs as housewives. Various businesses include Small Medium Enterprises (in Bahasa Indonesia, Usaha Kecil dan Menengah) engaged in grocery stalls, selling cloth, food stalls, furniture businesses, Muslim fashion stores and others. Some of the obstacles faced in developing their businesses include capitalization, management and location determination, as well as the quality of production as well as marketing.The purpose of this service activity is to equip Aisyiah Muhammadiyah Bali women in implementing marketing strategies that are in line with their business and competing in marketing. The benefits of this dedication for Aisyiah's mothers are getting knowledge and understanding related to the marketing field.

How Big Data Collected Via Point of Sale Devices in Textile Stores in Spain Resulted in Effective Online Advertising Targeting

<p class="0abstract"><strong>—</strong> In these days of online commerce, we need to know the real behavior of consumers in physical stores: the points of sale must anticipate the purchasing decisions of consumers in order to be able to offer the best buying experience as well as tailor the marketing variables to the specific needs of each consumer. This is where retail intelligence emerges, especially in the textile industry, as a potential technology that makes use of extremely large data sets (“big data”) to engage potential customers better in order to increase company sales. The objective of this study is to show how big data can be effectively leveraged for direct and clear commercial purposes in textile stores. The development of research is based on the analysis of the application of systematic observation of consumer behavior in three main streets in Spain known for textile retail stores and interpreting their differences. The results show that data collected through various point-of-sale devices have a significant influence on retail revenue. The differences between commercial areas and the relative attractiveness of the textile trade in different cities are also borne out by the results. The main conclusions point to the need to improve the profitability of textile fashion stores on the back of promotional tactics that focus on the number of estimated customers and the possibilities of selling to them. All of the aforesaid have a significant influence on how advertising planning is carried out for retail stores.</p>

Milenial Intention on Social Media

The purpose of this study is to measure how much influence social media Instagram and consumer confidence in millennial purchase interest. The variables of this research are Instagram social media (X1), consumer trust (X2) and millennial purchase interest (Y). The method used in this study is a quantitative research method with an associative approach, by distributing 200 online questionnaires to millennials of productive age. The analysis technique used to test the hypothesis in this study is the path analysis. Hypothesis test results show intagram social media and consumer trust have a significant influence on millennial buying interest and mediation hypothesis testing results show that consumer confidence variables mediate Instagram social media on millennial buying interest. Conclusion, consumer confidence in an online fashion store will certainly affect the buying interest.
 Keywords: Instagram, Consumer Trust, Social Media, Millennials, Purchase Interest

Perception of Consumer Purchasing Decisions based on Brand Image and Location (Case study at a fashion store in Bandung City)

The rapid development of Muslim fashion in Indonesia, making Indonesia a leading Muslim fashion trend. With so many young Indonesian designers introducing Muslim fashion throughout the world and succeeding in kicking off fashion, able to make homeland mode the world's spotlight. The method used in this research is descriptive and verification methods. The samples taken in this study were respondents who were consumers of Mezora Buah Batu Bandung with 96 respondents with accidental sampling technique. The results showed the direct effect of brand image by 5.5%, while the indirect impact was 8.1%, so that the total effect of brand image on purchasing decisions was 13.6%. For the location effect directly 42.5%, while the indirect effect is 8.1%. So the total influence of Location on purchasing decisions is 50.6%. The results showed that the variable Brand image (X1) and Location (X2) simultaneously influence the purchase decision with a total influence of 64.2%. In comparison, the remaining 35.8% influenced by other variables outside this study.

Analysis of emotional labour differences according to general characteristics of fashion store salesperson

ABSTRACT This study empirically analyses emotional labour differences by classifying the general characteristics of fashion store salespersons into three industry-specific categories: demographic characteristics, job characteristics, and brand characteristics. The variables of emotional labour were examined according to its elements (surface acting and deep acting), antecedents (positive affectivity, negative affectivity, job autonomy, and customer incivility), and consequences (emotional exhaustion, depersonalization, turnover intention, self-efficacy, and job satisfaction). The participants of this study were fashion salespersons aged 20 or older, engaged in the fashion retail business of clothing and fashion goods in Seoul and Gyeonggi Province. A total of 320 valid questionnaires were used for our statistical analysis. Based on the results of this study, strengthening the capacity of fashion salespeople and the competitiveness of the retail industry by developing support programs and creating awareness of the negative effects of emotional labour will lead to the qualitative growth of the service industry.

Do ambient scents affect customers’ behavioral responses at fashion stores in Vietnam?

This research aims to study the effect of a carefully selected congruent and simple ambient scent in a real-world shop setting and to study how scent affects shopper’s mood and behavior. Using electrostatic aroma diffusers, the research applies a carefully selecting vanilla scent at two fashion stores in district 6 and district Tan Binh. The results show that the scent has a significant positive effect on shopper’s fashion store emotion’s state (pleasure and arousal), and emotion’s state of customer has a significant positive effect on behavioral responses of shopper (time spent in-store, amount of money spending and intention of a revisit of the customer). Implications for marketing and store management are discussed.

소자본 온라인 패션쇼핑몰 운영 사례 연구 : 4P mix 중심으로

This study analyzed the 4Ps strategy by selecting 10 cases of small-capacity online fashion stores currently operating successfully to determine how small-capacity online fashion stores can be successfully operated in the rapidly growing, but highly competitive, online shopping market. The research results are as follows. First, the selected small-cap online fashion stores were small shopping malls, but each had their own strategies for product development, product composition, and product procurement. Second, due to the competitive nature of the online market, the cases involved stores that used low-cost or reasonable pricing strategies. The standard for commodity pricing was also distributed evenly among cost, customers, and competitors, and all cases had differentiation strategies, such as no-sale, reasonable price to quality, lowest price, and differentiation according to sales channels. Third, all cases used various distribution channels, including blogs, Instagram, select shops (both online and offline), portal shopping malls, open markets, offline pop-up stores, airport rental shops, and designer shared spaces in addition to sales distribution through their online stores. These distribution channels were also used as a platform to do sales promotions of brands and their fashion store. Fourth, due to the nature of the online fashion market, all cases were heavily focused on SNS promotion, such as through Instagram, blogs, Twitter, exposure and promotion through online select shops, open markets, portal shopping malls, and influence strategies. In addition, publicity was used through online lookbooks, select shops, pop-up stores, and exhibitions. These results can be practically used in the start-up of small capital online fashion stores that have emerged as an alternative to employment and unemployment. In addition, the findings of this study can be used as data to generate successful operation strategies to ensure business continuity after the establishment of an online shopping site.

Does emotional labor color service actions in customer buying?

PurposeService research has highlighted the role of emotional labor in service delivery but has neglected service employees’ actions. This study aims to distinguish between the recurrent in-role and extra-role actions of service employees and to examine the joint effect of service employees’ actions and their emotional labor, which may color these actions on customer buying behavior (number of purchased items and total bill).Design/methodology/approachPhase I comprised two studies: Study 1 examined 70 service interaction videos to identify employees’ service actions, and Study 2 quantitatively validated the most frequent employee actions, used for further study, by examining 40 employee–customer interactions in fashion stores. For Phase II, Study 3 derived data from 60 service employees’ diaries to predict the joint effect of performed emotional labor and service actions on customer buying behavior.FindingsFindings revealed that emotional labor moderated the relationship between service actions and customer buying behavior. The relationship between in-role/extra-role actions and buying behavior was stronger in the lower surface-acting (less emotional faking) condition, whereas the relationship between in-role/extra-role actions and buying behavior was stronger for the higher deep-acting (more emotionally authentic) condition.Practical implicationsService organizations should not limit training to the more easily attained service actions. This possibility may be lacking if it ignores the emotional component that accompanied the action. This may shift the focus from customer satisfaction to customer delight.Originality/valueThis study is a pioneering effort to examine the specific circumstances in which service employees’ actions (regardless of in-role or extra-role status) will not produce the desired customer-related outcome in the presence of emotional labor.

The Role of Religiosity on Fashion Store Patronage Intention of Muslim Consumers in Indonesia

Religiosity covers all aspects of human life values. Consumer decision-making in Muslim product purchase needs to involve religiosity. Muslim fashion is increasingly popular and becomes a potential business for fashion entrepreneurs in Indonesia. This condition evokes a dilemma for the consumers as Muslim fashion users on whether they have to conform to the religious sharia or follow the trend. The purpose of this article is to identify the role of religiosity as a factor affecting Muslim consumers to revisit Muslim fashion stores. This research involved 243 Muslim consumers of several Muslim fashion stores. The results showed that religiosity of Muslim consumers had a direct effect on patronage intention and indirect effect on patronage intention of Muslim fashion stores through Customer Satisfaction. The research findings are directed to managerial implications for Muslim fashion entrepreneurs in relation to consumer religiosity and marketing of Indonesian Muslim fashion products.

Factors affecting Customer Relationship and the Repurchase Intention of Designed Fashion Products

Purpose: Human life is increasingly improved, so human needs are also growing more and more. One of the increasingly demanding industries is the fashion market. Fashion is an industry that produces essential items for human life, so manufacturers always need to know how to improve the relationship with customers, and make them repurchase. The study aims to discover the relationship between the factors that create a relationship with customers and the repurchase intention of designed fashion products. Research design, data, and methodology: The mix research method is applied to achieve research objectives. The qualitative research via the in-depth interview with 11 experts, and the quantitative research via the survey with 467 respondents was done in Ho Chi Minh city, the most developed city in Vietnam. Results: The research results point out that the fashion designer reputation, social media marketing, and the fashion store atmosphere have the positive impact on the relationship between the customer and fashion store, as well as the intention to repurchase of designed fashion products. In particular, customer relationship also affects the repurchase intention of designed fashion products positively. Conclusions: The study also proposed some managerial implications to develop a relationship with the customer and repurchase behavior of the customer in the fashion industry.

Window Creativity of a Fashion Store -Its Effects on Consumer Emotions and Behavioral Intentions-

This study investigates the multi-dimensional structure of fashion store window creativity and examines its effects on consumer responses. Through an expert evaluation survey, this study proposes that fashion store window creativity involves originality, relevance, and artistry. Two experiments are conducted to test the proposed hypotheses. Consumers'' emotional responses to the level of window creativity are collected using psychophysiological and self-report methods. Fashion store window creativity has positive effects on psychophysiological affective responses. When the three dimensions of creativity are specified as explanatory factors of emotional responses, relevance and artistry show positive effects on arousal and pleasure, whereas originality has a negative effect on pleasure. Its effect on attitudes is mediated by arousal and pleasure; in addition, the effect on entering intentions is mediated by arousal. Attitudes toward window display also have a positive effect on entering intentions. This study extends existing research on creativity in marketing into the context of visual merchandising in fashion store windows. Findings provide meaningful implications in that the effects of fashion store window creativity on emotions affect consumer attitudes and behavioral intention. By adopting multiple approaches in the empirical phase of this study, the findings are built on strong reliability and validity.

Digital promotional strategies for multi-brand retail fashion stores in India

Technology has the ability to heavily influence marketing theory and customer’s choice while shopping. This research takes reference from David McClelland’s Three Need Theory, (1960) of Power, Affiliation and Achievement, which encourages the marketers to continuously frame their strategies to gain a wider view of the target population and maximize their profits. The big question is: what should be the approach of using the digital promotional tools for different types of retail stores, including both new entrants and existing players, based on their target population from varied income groups? This paper targets to answer these questions.

THE INFLUENCE OF SHOPPING MOTIVATION ON FASHION RETAILERS, WITH MEDIATING ROLE OF FASHION INNOVATIVENESS AND FASHION CONSCIOUSNESS

Adjusting and stimulating the fashion purchases within fashion stores the challenging situation of market strength to discover the new ways in fashion industry for introducing the new products. The study is based on four determinants of shopping motivation which are Sexual Attraction, Shopping for Recreation, Recognition Enhancement, Aesthetic Expression. Fashion consciousness and fashion innovativeness have strategic position in this challenge. In the setting of fashion retailing this study inspects how fashion consciousness and fashion innovativeness relates with factors of shopping motivation and actual fashion purchasing. It also examines the construct of shopping motivation on the association among fashion innovativeness, fashion consciousness and fashion purchases. The study executed through a consumer survey, data were obtained and analyzed using structural equation modelling. The consequences show that shopping motivation is positively affected by fashion innovativeness and fashion consciousness, and positively influences fashion purchase intention of customers. The direct link between shopping motivation and fashion purchase intention shows insignificant result. By using the concept of fashion innovativeness and fashion consciousness this study delivers recommendations for fashion retailers on increasing fashion purchases in their stores. JEL : L80; L81 Article visualizations:

Dual effect of sensory experience: engagement vs diversive exploration

PurposeThe purpose of this paper is to examine the dual effect of sensory experiences on customer behaviour in the context of retailing. Based on the theoretical framework of the optimal stimulation level theory, the authors propose that sensory experiences reinforce satisfaction, engagement and loyalty, but increase customers’ diversive exploration and curiosity for other experiences and may eventually led to reduced loyalty.Design/methodology/approachA self-administrated online questionnaire was distributed via e-mail to 1,000 households in a Spanish town, and 325 usable responses of supermarket customers were collected. The hypothesised relationships were tested using the partial least squares approach. The analysis is extended with an experiment in online fashion stores that explores whether a varied sensory experience reinforces consumers’ diversive exploration. In total, 68 students participated in the study. Hierarchical regression analysis is performed to analyse the results of the experiment.FindingsFindings support the notion that a pleasant sensory experience increases customer satisfaction and therefore their engagement and behavioural loyalty (exclusivity) towards the retailer whilst also generating more ambitious consumer expectations vis-à-vis the shopping experience and thus encouraging them to search for new retailers and, so, to be less loyal.Research limitations/implicationsThis research warns of the risk of increasing customer’s expectations and reducing their loyalty; hence satisfaction is not enough. Retailers should consider offering new experiences and surprise customers every so often, attempting to curtail the effect of satiation or the effect of over-arousal.Originality/valueThe novelty of this study is the proposal of a twofold effect of sensory experience on loyalty, a positive effect, through satisfaction, and a negative effect, through the search for new experiences.